HC 4 Flashcards
What is attention?
What we focus on, selective attention.
Why do we have attention?
-Navigate complex environments
-Limited cognitive resources
-brain signaling
-limited actions
-Focus on important information
-Suppress distracting information
What is the difference between top-down vs bottom up attention?
Top-down: voluntary, goal-directed, endogenous, controlled and directed
Bottom-up: involuntary, salience, exogenous, automatic and captured
What impacts top-down attention?
-Strength of the goal or motivation
-Incentives
-Stakes/risks
-Predictibility or familiarity of environment
What impacts the bottom-up attention?
-color/contrast
-movement
-size/position
-threat or emotional valence
What is the cocktail party effect?
Selectively focus on the conversation, while still processing surrounding voices, gender of voices. You are are not processing the content or language, but may pick up a name, even if not attentding.
How does eary selection memory work?
Perceptual processing –> semantinc processing –> response, memory
How does late selection memory work?
sensory input –> sensory memory (unattended information is lost) –> ((attention)) –> short-term memory, needs maintenance rehearsal, otherwise lost –> ((encoding)) –> long-term memory, sometimes may be lost over time.
What are the stages of acquiring and processing information?
- Pre-attentive analysis: scanning environment, awareness
- Focal attention: focus on some information, filter out other, categorization
- Comprehension: understanding and interpreting information
- Elaborative reasoning: linking attention and memory in evaluation
How does pre-attentive analysis work?
General, non-goal directed surveillance of the environment at the fringe of consciousness.
What is matching activation hypothesis?
When one hemisphere is activated by information that fits with it, the other hemisphere will elaborate on secondary material. What happens if you present the brand name in the left visual field next to a slogan on the right?
This is done with split-brain studies. Patients can only respond verbally to things in the right visual field and only with the right hand, whereas in the left visual field only with the left hand.
What is hedonic fluency?
Early processing/understanding/responding is pleasant, translates into higher evaluations. Misattributing the pleasantness of ease to stimulus can happen.
Familiarity leads to easier processing. The goal fluency is sequences activating similar goals.
What is focal attention?
Awareness, identification, categorization. Short-term working memory.
Features that attract attention are:
-salience= contract to environment
-vivdness= attention-grabbing properties, can also compete with meaning, undermining it’s effect if it distracts from message
-novelty= unfamiliar, unexpected, surprising
What is the advantage of pioneering?
First product in a category has novelty, leading to deeper processing and more extreme evaluations. New product becomes ‘prototypical’ to which others are compared. Focus on attributes brand does best.
What is assimilation?
Overestimate similarity with category.
