SOC 1100 Lecture Notes - Lecture 4: Subliminal Stimuli, Movie Theater, Consumer Behaviour

• School: University of Guelph
• Department: Sociology
• Course: SOC 1100
• Professor: Deanna Behnke- Cook

Document Summary

Stimulus so weak or brief that, although received by senses, cannot be perceived consciously. Movie theatre secretly ashed eat popcorn and drink coke during the movie. There was an increase of sales of popcorn and coke. If you play music backwards you may hear discernible words/ phrases. When our perceptions are in uenced by our expectations or knowledge. As opposed to bottom- up processing, in which our perceptions are determined by the available sensory information. Any evidence that they can affect attitudes or behaviour. Consequences of diving attention between 2 things: Performance of one or both task suffers. Consequences of selectively attending to one thing: Parallel: each stream does it processing independently and simultaneously. Hierarchy: each stage in the stream does it"s processing before sending to next stage. Each successive stage does more advanced process of info received from preceding stage. Example: feature detection of cells in the cortex. Loss of conscious vision following damage to visual cortex.