COMM370 Lecture 12: comm 370 week 5 notes
5 Oct 2016
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Selective perception: people react differently to the same situation: influenced by wants, needs, attitudes, and/or psychological factors, deliverer of message may not achieve goal based on how the message is interpreted by the audience, culture. Binocular rivalry: one eye sees one thing, the other eye sees something different (happens in milliseconds). Eventually, the two images flip back-and-forth until a mix of the two is seen. Pertaining to culture, you see what you"re familiar with first. You recognize unfamiliar things second: physical state. A studied asked people what they saw, even though nothing was there. People who were hungrier tended to see food, opposed to those who had eaten more recently: pre-existing attitudes. Princeton students accused dartmouth of more penalties than dartmouth students saw of their own team. Selective retention: recalling things in accordance with prior attitudes/wants/needs/schemas. Schema: mental structure representing something in the world. What you retain may not be what actually happened (biased)
