PSYC 100 Chapter Notes - Chapter 4: Retinal Ganglion Cell, Occipital Lobe, Subjective Constancy

• School: Simon Fraser University
• Department: Psychology
• Course: PSYC 100
• Professor: Russell Day

Document Summary

Sensory branding - idea of exploiting all senses to promote product/brand. Sensation & perception basic to survival & reproduction. Sensation - simple stimulation of sense organ. Perception - organization, identification, interpretation of sensation in order to form mental representation. Brain integrates & processes light information into meaningful perception of words. Simply encoding diff lines & curves on page. Damage to visual processing center in brain can interfere w/ interpretation of info coming from eyes. Transduction - takes place when many sensors in body convert physical signals from environment into encoded neural signals sent to central nervous system. In vision, light reflected from surfaces provides eyes w/ info about shape, colour, position of objects. Physical energy from world is converted to neutral energy inside cns. Structuralists tried using introspection to measure perceptual experiences. Methods measuring strength of stimulus & observer"s sensitivity to stimulus. In typical experiment, researchers ask people to make simple judgment.