Management and Organizational Studies 3321F/G Lecture Notes - Lecture 2: Water Resistant Mark, Ikea, Semantic Memory
15 Apr 2018
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The extent to which processing activity is devoted to a particular stimulus. Characteristics of attention: attention is selective, attention can be divided, multitasking, attention is limited. Perceptual selectivity: people attend to only a small portions of the stimuli to which they are exposed. Stimulus selection factor: contrast: size, colour, before apple most laptops were black, position, where you put your product, novelty, yours is different from an existing product, something new, different from expectations. I. e. smokers ignore being exposed to gross packing because they feel threatened: adaptation, when exposed for the first time, you pay attention but when you see it too much you get tired of it and stop paying attention. Gestalt psychology: the whole is greater than the sum of its parts: photo of panda is more than 6 leaves. Principle of figure-ground: the organization of perceptions into backgrounds and figure relationship, vase/faces white part is the figure and the black part is the ground.
