1. Sensation vs. Perception sensation: the experience of sensory perceptionsensation: the experience of sensory perception perception: the process of creating meaningful patterns from raw sensory informationperception: the process of creating meaningful patterns from raw sensory information

2. Sensory Thresholds absolute threshold: minimum stimulation needed to detect a particular stimulus 50% of the time difference threshold (jnd): minimum difference between two stimuli that one can detect 50% of the time —increases with magnitude of stimulus

3. Weber’s Law The principle that the jnd for any given sense is a constant fraction or proportion of the stimulation being judged.The principle that the jnd for any given sense is a constant fraction or proportion of the stimulation being judged.

4. Approximate Absolute Thresholds Vision: a candle flame seen from 30 miles on a clear, dark nightVision: a candle flame seen from 30 miles on a clear, dark night Hearing: the tick of a watch from 20 feet in very quiet conditionsHearing: the tick of a watch from 20 feet in very quiet conditions Smell: 1 drop of perfume diffused throughout a three-room apartmentSmell: 1 drop of perfume diffused throughout a three-room apartment

5. Approximate Absolute Thresholds Taste:.0356 ounce of table salt in 529 quarts of waterTaste:.0356 ounce of table salt in 529 quarts of water Touch: a bee wing falling on your cheek from a height of 1 centimeterTouch: a bee wing falling on your cheek from a height of 1 centimeter

6. Subliminal Perception definition: below thresholddefinition: below threshold We can process some information from stimuli too weak to recognize.We can process some information from stimuli too weak to recognize. effect of subliminal stimulation: a subtle, fleeting effect on thinkingeffect of subliminal stimulation: a subtle, fleeting effect on thinking

7. Does subliminal advertising work? No. The goal of using subliminal advertising is to increase the likelihood that you will buy a particular product.No. The goal of using subliminal advertising is to increase the likelihood that you will buy a particular product. Research has repeatedly demonstrated that subliminal advertising cannot change an individual’s behavior.Research has repeatedly demonstrated that subliminal advertising cannot change an individual’s behavior.

8. Stimulus for Vision

9. wavelength amplitude The visible spectrum consists of:

10. Cross Section of the Eye

11. Rods Cones Rods Cones Receptors: rods and cones 120 million120 million peripheryperiphery sensitivitysensitivity night visionnight vision 8 million8 million centralcentral acuityacuity color visioncolor vision

12. Anatomical Pathway in the Retina

13. Path to Occipital Lobe

14. Path from Eye to Visual Cortex light photo- receptors bipolar cells ganglion cells LGN visual cortex