Perception and attention

Question 1

Classification

Answer 1

Classification, perception and sensation:
Bottom up: interpretation of stimuli from the surrounding
Top down: Knowledge, motivation, expectations and other aspects of higher mental functions.

Question 2

Psychophysics:

Answer 2

Psychophysics: relation of physical stimulate and psychological sensations.

Question 3

Perception threshold:

Answer 3

Perception threshold: necessary stimulation intensity for subjective perception

Question 4

difference threshold:

Answer 4

difference threshold: necessary stimulation difference for subjective perception of stimulation difference.

Question 5

Multimodal approach in advertising

Answer 5

Show feelings in ads (persil: women cuddles with sweater)

Question 6

Theory of dual coding:

Answer 6

Theory of dual coding: information, which is represented verbally as well as with pictures is remind the best

Question 7

Stroop effect:

Answer 7

Stroop effect: if the color of the font of a word contradicts with the association of the word, there will be a longer reaction time because of cognitive conflicts

Question 8

AIDA:

Answer 8

AIDA: Attention —> interest —> desire —> action

Question 9

Enhanced attention:

Answer 9

personally relevant
Pleasant, erotic stimuli, humor
Surprise/ambiguous/novel (Überraschend/mehrdeutig/neuartig)
At a medium attention level, the strongest advertising effect is evident, because we perceive the advertisement but do not generate any argument against it.