Exam 1: Attention

Question 1

What is attention?

Answer 1

The processes by which we devote mental activity to a stimulus

Question 2

Attention is… (3 characteristics)

Answer 2

1. Often divided (multi-tasking)
2. Limited (only attend to a finite amount of stimuli)
3. Selective (we select one input and “tune out” the rest)

Question 3

What are some consequences of task switching?

Answer 3

We are more likely to forget what we were doing before we switched tasks and we need time to refocus from one task to another

Question 4

What are the 3 types of limited attention?

Answer 4

1. Limited Capacity
2. Limited Sensitivity
3. Limited Resources

Question 5

What is limited capacity and the rule/law associated with it?

Answer 5

Limited capacity: we can’t actually perform multiple tasks simultaneously, rather we switch back and forth
- Miller’s Rule (working memory = 7 +/- 2)

Question 6

What is limited sensitivity and the rule/law associated with it?

Answer 6

Weber’s law: the greater the initial stimulus the greater change required for it to be noticeable
- ADAPTATION

Question 7

What is adaptation and the 3 stimuli that cause it?

Answer 7

We become desensitized to and are less able to notice sensual stimuli that are: simple, subtle, and repetitive

Question 8

What is limited resources?

Answer 8

Arousal/degree of alertness affects how many cognitive resources can be devoted to a stimulus

Question 9

What is selective attention?

Answer 9

When we focus on one or more stimuli and tune out others

Question 10

What are two types of selective attention (blindness)?

Answer 10

1. Inattentional blindness: failure to notice the existence of an unexpected item (gorilla & bball)
2. Change blindness: failure to notice an obvious change (whodunnit, getting directions)

Question 11

What is a “shadow task”?

Answer 11

Participants hear a different message in each ear and they are forced to attend to one message by “shadowing”/repeating the message (can’t hear unattended info)

Question 12

How does selective attention work?

Answer 12

People seemingly select one stimulus and tune out the others but at SOME level they must be monitoring the unattended stimuli

Question 13

What are the individual/(person) factors to getting consumer’s attention?

Answer 13

Capacity, Sensitivity, Resources

Question 14

What are the source/(stimulus) factors to getting consumer’s attention?

Answer 14

Vividness, Intensity, Novelty

Question 15

How do you overcome the individual factor: sensitivity?

Answer 15

Keep consumers from adapting to products: make them non-repetitive, complex, and intense
- personalize the message

Question 16

How do you overcome the individual factor: capacity?

Answer 16

Keep it simple, know the audience: working memory capacity and age

Question 17

How do you overcome the individual factor: resources?

Answer 17

Too much or too little arousal is a bad thing, know when your audience is likely to be optimally alert (ex. student awareness during class time)

Question 18

How do you use the source factor: vividness?

Answer 18

Humor, emotional interest, concreteness (images), proximity (sensory, temporal, spatial)

Question 19

How do you use the source factor: intensity?

Answer 19

Color, volume, size, position

Question 20

How do you use the source factor: novelty?

Answer 20

An unexpected ad or product format, ad placement, or intrusion (ex. Sears holiday “lifetime movie” ad)