Lecture 4

Question 1

perception process

Answer 1

sensation > exposure > attention > interpretation

Question 2

Determinants of attention

Answer 2

• congruency with affective state
• involvement (situational or enduring)
• novelty and unexpectedness
• environmental prominence: vividness (movement, colour, size)

Question 3

Determinants of interpretation /
factors of perception

Answer 3

• stimulus
• context
• consumer factors

Question 4

Bottom-up processing

Answer 4

process is driven by properties of the stimulus

Question 5

Top-down processing

Answer 5

process is driven by context and individuals’ characteristics (their goals, beliefs).
Whatever what’s already in our minds, it distorts the stimulus we see.

Question 6

Congruent attention

Answer 6

if you’re already looking for something, you’ll find things that are congruent to this.

Question 7

Stimulus-related factors

Answer 7

• psychophysics
• perceptual threshold

Question 8

perceptual (absolute) threshold

Answer 8

lowest level at which a stimulus can be detected