However, if you are holding twenty pounds, you are unlikely to detect the addition of one pound-a change that you easily detected when the initial weight was one pound. That is, if you hold an object weighing one pound in your hand, you are likely to notice it when that weight is doubled to two pounds. Weber’s Law suggests that consumers’ ability to detect changes in stimulus intensity appear to be strongly related to the intensity of that stimulus to begin with. For example, when we see a red can, we may categorize it as a CokeÒ. Interpretation involves making sense out of the stimulus. Note, however, that even when attention is low, it may be instantly escalated-for example, if an advertisement for a product in which we are interested comes on. Attention is actually a matter of degree-our attention may be quite high when we read directions for getting an income tax refund, but low when commercials come on during a television program. In order for stimuli to be consciously processed, attention is needed. However, if we are shopping for a car, we may deliberately seek out advertisements and “tune in” when dealer advertisements come on the radio.Įxposure is not enough to significantly impact the individual-at least not based on a single trial (certain advertisements, or commercial exposures such as the “Swoosh” logo, are based on extensive repetition rather than much conscious attention). Most of this exposure is random-we don’t plan to seek it out. For example, we are exposed to numerous commercial messages while driving on the freeway: bill boards, radio advertisements, bumper-stickers on cars, and signs and banners placed at shopping malls that we pass. Exposure involves the extent to which we encounter a stimulus. Several sequential factors influence our perception. This works well, for example, when we “see” a friend three hundred feet away at his or her correct height however, our perception is sometimes “off”-for example, certain shapes of ice cream containers look like they contain more than rectangular ones with the same volume.įactors in percpetion. Our brain attempts to make sense out of the stimuli to which we are exposed. Our perception is an approximation of reality.
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