Biology 1201A Lecture 5: Chapter 5
12 Jan 2016
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Sensation: you look with your eyes you see with your brain, stimulus-detection process, organs translate stimuli into nerve impulses, organizing a giving meaning to input. Brain automatically reads the words first for the word-colour test. Change in context means change in perception. Trying to read out the coloured words as fast as possible (read colour not word) Intensity at which a stimulus can be detected 50% of time. Lower the absolute threshold higher the sensitivity o: ex. Hearing threshold = tick of a watch under quiet conditions approximately six metres away. 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. Late 1950"s james vicary (p. r. executive), arranged to have subliminal messages flashed on a theatre screen during a movie: marketing. Increased soft-drink sales by 18% o o: public were outraged.
