Chapter 3
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What is it?
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Perception v. Reality
Exposure
Attention
Comprehension
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Sensing
Organizing
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Cognitive
organization
What if it cannot be
processed?
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Assimilation
Accommodation
Contrast
Reacting
Source: www.foodnetwork.com
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Selective Perception
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Selective exposure
Selective attention
Selective distortion
Subliminal perception
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Absolute threshhold
Does it work?
Source: www. timezoneoneblog.com

Just Noticeable
Difference
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Weber’s Law
Just Meaningful
Difference
Mere Exposure Effect
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Implicit memory
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Explicit memory
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Product placement
Source: www.worstproductplacement.com
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Attention
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Involuntary
Orientation reflex
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Enhancing Attention
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Intensity
Contrast
Movement
Surprising stimuli
Size of stimuli
Involvement
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Comprehension
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Importance

Intentional v. Unintentional Learning

Behaviorism

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“Focuses on changes in behavior due to association without
great concern for cognitive mechanics of learning process”
In English?
Information processing

“Focus on changes in thoughts and knowledge and how
these precipitate behavioral changes”
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Unintentional Learning
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Classical conditioning
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“Change in behavior that
occurs through associating
some stimulus with another
stimulus”
Unconditioned stimulus
Conditioned stimulus
Unconditioned response
Conditioned response
Source: cwx.prenhall.com

Unintentional Learning
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Instrumental
conditioning
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“Behavioral response can
be conditioned through
reinforcement- punishment
or rewards”
Discriminative stimuli
Shaping
Punishment
Negative reinforcement
Extinction