06 Nov Discuss how advertisers use theories of selective attention to market and sell their products. Choose a specific product and provide examples from either the package or advertising of the pr
Due Sunday, November 6, 2022, 11:59 PMTime remaining: 2 days 9 hours
Discuss how advertisers use theories of selective attention to market and sell their products. Choose a specific product and provide examples from either the package or advertising of the project that describes what they are doing to focus consumers’ attention on their product. Your discussion should be one page double-spaced in APA format.
Learning objectives: By the end of this presentation you will be able to…
distinguish between the various meanings of “multitasking” and identify the one meaning that requires divided attention.
describe the dual-task paradigm and findings regarding the conditions under which dual-task performance increases; what do these conditions suggest about the reality of “divided attention?” Discuss the distinction between competence and confidence at multitasking.
describe the “task-switching paradigm” and findings regarding the “cost” of task-switching; what do these findings suggest about the reality of “divided attention?”
apply what you’ve learned about multitasking to the use of cell phones in cars and in class.
Divided Attention: Multitasking
Divided Attention: Multitasking
I. Divided Attention & Multitasking: A Paradox?
Divided attention means consciously attending to two things simultaneously. Our ability to “multitask” would seem to suggest that attention can be divided. But research and theories of attention, which we have considered, suggest that attention is not divisible. This is the apparent paradox we must resolve.
Multitasking is variously defined as performing two tasks simultaneously (dual-task), or switching back and forth between tasks (task-switching). Only the former requires divided attention.
Divided Attention: Multitasking
I. Divided Attention & Multitasking: A Paradox?
II. Findings From Research Using the Dual-Task Paradigm
dual-task interference, demonstrated by performance deficits in the component tasks, is thought to be a proof of capacity limitation.
Confidence vs Competence at Multitasking
III. Findings From Research Using the Task-Switching Paradigm
the “cost” of multitasking
IV. The Role of Expertise
In Video Game Practice Optimizes Executive Control Skills In Dual-Task and Task-Switching Situations,” researchers found performance advantages for experienced video gamers compared to non-gamers in both dual-task and task switching paradigms
IV. Applying Lessons Learned
Cell Phone in the Car (is driving simple/automatic?
Cell Phones in the Class (is learning simple/automatic?)
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Learning objectives: By the end of this presentation you will be able to…
describe the cocktail party effect and the dichotic listening task and what they tell us about the nature of and challenges to attention.
identify processes by which we select information according to various information-processing theories; compare and contrast early, attenuation and late filter models and identify problems with each.
describe perceptual load theory, describe the relationships among task complexity, automaticity and perceptual load
explain how perceptual load theory uses task complexity to make sense of findings that supported early and late filter models.
describe the STROOP effect and perceptual load theory’s explanation of it.
Introduction To Attention
Introduction To Attention
I. The Cocktail Party Effect & Dichotic Listening Paradigm Reveal the Nature and Challenge of Attentional Processes
A. Cocktail-Party Effect- being able to focus one's auditory attention on a particular stimulus while filtering out a range of other stimuli, as a partygoer can focus on a single conversation in a noisy room.
Introduction To Attention
I. The Cocktail Party Effect & Dichotic Listening Paradigm Reveal the Nature and Challenge of Attentional Processes
A. Cocktail-Party Effect
B. Dichotic Listening Paradigm (party simulator)
present different stimuli to left and right ear
Participant shadows the attended channel.
Typical Findings: Participant give full reports of content on attended ear; report physical characteristics of but not meaning of content in unattended ear.
Think About It. What do these results tell you about the nature of attention and about the basic challenge of attention?
Introduction To Attention
I. Dichotic Listening Paradigm Reveals the Nature and Challenge of Attentional Processes
A. Cocktail-Party Effect
B. Dichotic Listening Paradigm
C. The Nature & Challenge of Attentional Processing
Attention is Limited
Attention is Selective
Challenge is that selectivity must balance sensitivity to new information with concentration on the task at hand
dichotic listening paradigm gave rise to information-processing theories of attention, which offer various explanations of how this challenge might be met…
Introduction To Attention
I. Dichotic Listening Paradigm Reveals the Nature and Challenge of Attentional Processes
II. Information-Processing Theories of Attention explain how selectivity works…
A. Early Filtering (Broadbent)
sensory store (e.g. iconic memory)
filter- information that does not pass through filter is lost
detector- top-down perceptual process
Problem For the Broadbent Model
hearing your name across the room at the cocktail party
Dear Aunt Jane experiment
Broadbent Early Filter Model of Selective Attention
Gray & Wedderburn’s (1995) Dear Aunt Jane experiment
sensory store (e.g. iconic memory)
filter- information that does not pass through filter is lost
detector- top-down perceptual process
Problems
cocktail-party effect
Dear Aunt Jane experiment
Why are these finding a problem for the
Broadbent Model?
Broadbent Early Filter Model of Selective Attention
Introduction To Attention
I. Dichotic Listening Paradigm Reveals the Nature and Challenge of Attentional Processes
II. Information-Processing Theories of Attention explain how selectivity works…
A. Early Filtering (Broadbent)
B. Attenuation (Treisman)
attenuator replaces early filter
all messages are processed to the extent necessary to identify the attended message
unattended message is attenuated and unlikely to receive high-level processing
attenuated words might still receive recognition if they have a low threshold (own name has lowest threshold). This accounts for the cocktail party effect.
Problem For Attenuation Model
sometimes info gets filtered after high-level processing (ie after interpretation) …
Treisman’s Attenuation Model of Selective Attention
Mackay (1973) throwing stones experiment
Attend Here
“They were throwing stones at the bank.”
“river” or “money”
(biasing words)
Test:
Which of the following is closest in meaning to the attended sentence?
“They threw stones toward the side of the river yesterday.”
“They threw stones at the savings and loan building yesterday.”
Results:
The meaning of the biasing word affected participants’ choice
Participants were unaware of the presentation of the biasing words (had been filtered)
Introduction To Attention
I. Dichotic Listening Paradigm Reveals the Nature and Challenge of Attentional Processes
II. Information-Processing Theories of Attention explain how selectivity works…
A. Early Filtering (Broadbent)
B. Attenuation (Treisman)
C. Late Filtering (Deutsch & Deutsch)
filters out information AFTER high-level processing
can account for throwing stones (participants unaware of unattended message that, nonetheless, influenced their interpretation)
so, which is which? Early or Late filtering?
Deutsch & Deutsch’s Late Filter Model of Selective Attention
Introduction To Attention
I. Dichotic Listening Paradigm Reveals the Nature and Challenge of Attentional Processes
II. Information-Processing Theories of Attention explain how selectivity works…
A. Early Filtering (Broadbent)
B. Attenuation (Treisman)
C. Late Filtering (Deutsch & Deutsch)
D. Perceptual Load Theory (Lavie)
Theory Described…
Perceptual Load Theory
attention has limited capacity.
attention involuntarily processes all information, up to capacity
complex/unlearned tasks use more capacity than do simple/habituated tasks (high vs low perceptual load)
Introduction To Attention
I. Dichotic Listening Paradigm Reveals the Nature and Challenge of Attentional Processes
II. Information-Processing Theories of Attention explain how selectivity works…
A. Early Filtering (Broadbent)
B. Attenuation (Treisman)
C. Late Filtering (Deutsch & Deutsch)
D. Perceptual Load Theory (Lavie)
theory described
theory may resolve early vs late filter debate
Predictions:
complex tasks exhaust capacity; unattended information will be lost (as if there were an early selection filter).
simple tasks leave spare capacity; task-irrelevant information will be processed (as if there were a late selection filter)…
Results:
Compared to nondistracted (a) distracted participants (b) were less influenced by irrelevant image (dog) when task was complex (MKZ ) than when simple (OOOs).
Perceptual Load Theory
Introduction To Attention
I. Dichotic Listening Paradigm Reveals the Nature and Challenge of Attentional Processes
II. Information-Processing Theories of Attention explain how selectivity works…
A. Early Filtering (Broadbent)
B. Attenuation (Treisman)
C. Late Filtering (Deutsch & Deutsch)
D. Perceptual Load Theory (Lavie)
theory described
theory may resolve early vs late filter debate
theory offers an explanation of STROOP effect…
Explaining the STROOP effect:
both attended (color naming) and unattended (reading) tasks are processed.
simple/habituated response (reading) competes with complex/unlearned response (color naming).
Perceptual Load Theory
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Learning objectives: By the end of this presentation you will be able to…
compare feature to conjunctive searches and the typical outcomes of these visual search tasks
describe stages of Treisman’s feature integration theory and interpret outcomes of visual search tasks in terms of the theory; define “binding.”
define inattention blindness, describe three forms of it, and interpret inattention blindness in terms of feature integration theory.
Attention Binds: Inattention Blindness
Attention Binds: Inattention Blindness
I. Visual Search Tasks
A. Feature search
find the target by looking for a single feature.
what is the effect of increasing the number of other objects and what does this mean?
Attention Binds: Inattention Blindness
I. Visual Search Tasks
A. Feature search
B. Conjunctive search
find the target that combines two or more features (e.g. color and orientation)
what is the effect of increasing the number of objects and what does this mean?
Find the Blue Letter
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Find the Blue Letter`
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Find the Blue L
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Find the Blue L
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one last example: conjunction search x number of objects
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I. Visual Search Tasks
A. Feature Search
B. Conjunction Search
C. Findings
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Number of Items
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Conjunction
Feature
Attention Binds: Inattention Blindness
I. Visual Search Tasks
II. Treisman’s Feature Integration Theory
Steps in Treisman’s feature integration theory. Objects are analyzed into their features in the preattentive stage, and then the features are combined later with the aid of attention.
Attention Binds: Inattention Blindness
Attention Binds: Inattention Blindness
I. Visual Search Tasks
II. Treisman’s Feature Integration Theory
III. Inattention Blindness
A. Examples
Example 1
The next video is a test of the limits of your conscious attention. You’ll see people in white shirts passing a basketball along with people in black shirts passing a basketball. Pay close attention and see if you can keep track of how many passes are made by the white shirts.
How many times did the white shirts pass the ball?
Ans: 14
Oh, and Did You Happen to Notice the…
Attention Binds: Inattention Blindness
I. Visual Search Tasks
II. Treisman’s Feature Integration Theory
III. Inattention Blindness
A. Examples
Example 2: Change Blindness
Attention Binds: Inattention Blindness
I. Visual Search Tasks
II. Treisman’s Feature Integration Theory
III. Inattention Blindness
A. Examples
B. Explained
Attention Binds: Inattention Blindness
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Kurt Holzhausen
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