1.  Iti soft ennotre alized howcom plext hepro ces sof rea ding is.

2. z ThEcOwgAvecOla

3. .rat eht saw tac ehT

4.  Aoccdrnig to a rscheearch at Cmabrigde Uinervtisy, it deosn't mttaer in waht oredr the ltteers in a wrod are, the olny iprmoetnt tihng is taht the frist and lsat ltteer be at the rghit pclae. The rset can be a toatl mses and you can sitll raed it wouthit porbelm. Tihs is bcuseae the huamn mnid deos not raed ervey lteter by istlef, but the wrod as a wlohe.

5. Perception  Selective Attention focus of conscious awareness on a particular stimulus  Implications for driving and talking on cell phone?

6. Selective Attention Example  In performing an experiment like this one on when attention you it read is the critically fine important print that you the realize material you that have is a being really read awesome by teacher the who subject makes for learning the fun relevant and task exciting is cohesive.

7. Selective Attention zCocktail Party Effect yAbility to attend to one voice among many

8. Inattentional Blindness zInattentional blindness – failing to see visible objects when our attention is directed elsewhere zhttp://viscog.beckman.uiuc.edu/grafs/de mos/15.htmlhttp://viscog.beckman.uiuc.edu/grafs/de mos/15.html

9. Change Blindness Change deafness z40 percent of people focused on repeating a list of words failed to notice a change in the person speaking Change blindness – failing to notice a visual change when our attention is directed elsewhere

10. Choice Blindness z Choice Blindness 2005 Study - Select the girl you find more attractive Given the girl they did not choose and asked to explain why they chose. 13% noticed, the rest explained in detail. z Choice-Blindness Blindness yWhen asked, given a hypothetical study in which we switched them on you, would you notice? – 84% said yes.

11. Pop-Out Phenomenon z A distinct stimulus draws our eye zExample: Name being said during cocktail party

12. Perceptual Illusions Other Perceptual Illusions

13. Perceptual Illusions

18.  Visual Capture  tendency for vision to dominate the other senses  Movie theater – we perceive sounds as coming from the screen in front of us, not from the projector behind us

19. Perceptual Organization: Gestalt zGestalt: an organized whole yGestalt Psychology: emphasizes our tendency to integrate pieces of information into meaningful wholes

20. Perceptual Organization  Figure and Ground--organization of the visual field into objects (figures) that stand out from their surroundings (ground)

21. Perceptual Organization: Gestalt  Grouping  the perceptual tendency to organize stimuli into coherent groups  Grouping Principles  proximity--group nearby figures together  similarity--group figures that are similar  continuity--perceive continuous patterns  closure--fill in gaps  connectedness--spots, lines, and areas are seen as unit when connected  Simplicity – perceive objects in simplest forms

22. z closure

23. PerceptualOrganization: Grouping Principles  Gestalt grouping principles are at work here.

24. Reification (Gestalt Property) zobject is perceived as having more spatial information than is actually present in the original stimulus