Week 4 (BRB) Flashcards
What is Attitude?
The mental position something has in the mind of a viewer.
What three theories can we use to determine the Attitude?
- Cognitive dissonance
- Theory of reasoned action
- Elaboration likelihood model
What is perception?
A single unified awareness derived from sensory processes while a stimulus is present.
What is the perception process?
- Exposure to information/stimulus
- Pays attention to information/ stimulus
- Processes the information/stimulus
Exposure > Attention > Interpretation
What is Exposure?
Consumers receive information through their senses. Consumers do not decide actively which information you’re exposed to, not selective
What 2 measures do we have for Exposure?
- Absolute threshold
- Differential perception threshold
What is the Absolute Threshold?
The lowest level of stimulation that is noticed, like smelling gas. This threshold can be different for everyone
What is the Differential perception threshold?
This is a difference that is just noticeable, Weber’s Law. Observed values need to change by at least some small but constant proportion of the current value to ensure human observers will be able to detect the change
What are other words for aware and unaware?
Aware = Supraliminal
Unaware = Subliminal
What is Attention?
Selective observation.
How can we influence Attention?
- Conspicuousness (big and different)
- Foreknowledge
- Memory
- Context
- Expectations
- Familiarity
- Irritation
- Feelings
- Habits
- Interests
- Desires
- Personal taste
- Social factors
- Special appeals (3H’s = Horny, Humor, Heavy)
What is Interpretation?
What meaning we give to a message. The process of organizing through which incoming observations are connected to information we’ve stored in our memory.
What are 2 effects of interpretation?
- Halo Effect = Positive. If you like something/someone, you are more likely to say yes.
- Horn Effect = Negative. If you don’t like someone, you want to disagree with them in any occasion.
What are the 5 Gestalt Principles:
- Figure-ground articulation = where you can see 2 things, your mind picks one of 2 pictures to focus on.
- Closure = when you see something that is not really there
- Proximity = things that are close together are considered to be a group
- Continuity = Objects placed in order or in line are considered a whole
- Similarity = Elements that are alike are perceived as a group
What is the goal of using gestalt Principles?
Aim to formulate the regularities according to which the perceptual input is organized into unitary forms. A gestalt is a complete and meaningful form.
