1. Attention & Perception
Chapter 5

2. Attention Certain info is selected for further processing
Directing sensory & perceptual systems
Certain info is selected for further processing
Ignoring unwanted stimuli to allocate mental energy
We use attention to direct our sensory and perceptual systems toward a particular stimuli.
We select specific info for further processing & ignore unwanted stimuli to allocate mental energy appropriately.

3. Types of Attention Thought Based Pointing sensory systems to stimuli
Covert Orienting
Physically pointing sensory systems to a particular stimuli
Overt Orienting
Overt Orienting: Physically pointing sensory systems at a particular stimulus
Covert Orienting: Thought based: pointing sensory systems at a particular stimulus

4. Directing Attention Voluntary/selective attention
Involuntary (diverted by stimuli) attention
What we reflexively pay attention to
Used by web page advertisers
Voluntary/selective attention
What we consciously choose to pay attention to
Cocktail Party Effect
Voluntary: Top-Down Processing (In a noisy room you listen for your name)
Involuntary: Bottom-Up Processing (Change in light/motion: On web pages advertisers use this idea to flash product/service info)

6. Ignoring Information Inattentional Blindness-
Change Blindness-The effect of I.B.:
Stimuli are changing without our awareness
Often used by magicians
Using sudden movements or attention grabbing stimuli to change attention
Inattentional Blindness-
Ignoring distracting stimuli in order to focus
Helpful when we need to “tune out” info
Can endanger us when we should be attending to info
Show the opening of attention video for “Often used by magicians” (first 12 minutes)

7. Dividing Attention Ability to do more than one task Limited
Loss in performance & mental processing
Multitasking
Playing the piano and reading the music. Driving a car and listening to music.
There is an exhaustion point, however. You can’t listen to music, study, watch tv, and play around on facebook.
Do the Stroop Task

8. Stroop Interference Task
Work in partners
One partner will record errors in responses and time for round 1 trial.
The other partner will respond to each column with a COLOR.
Then switch roles after the first partner goes through each column.

9. Evidence of Brain Activity & Attention
Does not appear to be one area in the brain that controls attention. PET scans show increased blood flow & greater neural activity in areas that specifically deal with stimuli analysis (color/motion, etc).

10. Automatic Processing of Attention
Ability to search for things rapidly & automatically.
You can examine everything at once (in parallel) to find what is necessary.
Parallel Processing
Requires you to search for things slowly b/c what you are looking for has similar features to other things nearby.
You have to examine each item (serial) slowly.
Serial Processing

11. Spot the 11 Differences

12. Where’s the REAL Baby?