PSYCH101 Lecture Notes - Lecture 4: Absolute Threshold, James Vicary, Change Blindness
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You look with your eyes, you see with your brain. Changing the context changes the perception (see a13c and 12 13 14 ). The stroop effect: automatically processing things even when we don"t intentionally do so (e. g. colours). Absolute threshold: intensity at which a stimulus can be detected 50% of the time. Lower the absolute threshold, higher the sensitivity. The absolute threshold measures the level that we can actually report sensing a stimulus. We therefore have to be consciously aware of the stimuli to successfully report it. Subliminal stimulus: a stimulus that is so weak or brief that although it is received by the senses, it cannot be perceived consciously. The stimulus is well below the absolute threshold. In the late 1950s, james vicary arranged to have subliminal messages flashed on a theatre screen during each movie: drink coca-cola and eat popcorn . Increased popcorn sales by 50% and soft drink sales by 18%.
