MKTG2112 Lecture Notes - Lecture 6: Object Permanence, Information Processing, Gestalt Psychology

• School: University of Sydney
• Department: Marketing
• Course: MKTG2112
• Professor: Julie Francis

Document Summary

Perception: processes by which we notice, attend to and interpret stimuli (objects, messages and events) that we encounter. Information processing: a series of interlinking activities by which stimuli are transformed into information and stored. Stuff continues to exist even when we can"t see it. Neural fatigue: neurons can"t continue firing permanently at stimuli. In our eyes we have various receptors which detect colours and shapes. Starring at one colour for two long and the eye gets tired it sees the colour at the other end of the spectrum. Grouping: eye doesn"t bother to count the objects, its just takes a mental short cut and groups like images together. Predators do this, which is why they herd together-group looks to big to attack. Figure and ground: which are you seeing, front or back image. Marketers grab attention by playing around with this.