Sensation vs.

Perception
sensation: the experience of sensory perception perception: the process of creating meaningful patterns from raw sensory information

Sensory Thresholds
absolute threshold: minimum stimulation needed to detect a particular stimulus 50% of the time difference threshold (jnd): minimum difference between two stimuli that one can detect 50% of the time increases with magnitude of stimulus

Webers Law
The principle that the jnd for any given sense is a constant fraction or proportion of the stimulation being judged.

Approximate Absolute Thresholds

Vision: a candle flame seen from 30 miles on a clear, dark night Hearing: the tick of a watch from 20 feet in very quiet conditions Smell: 1 drop of perfume diffused throughout a three-room apartment three-

Approximate Absolute Thresholds

Taste: .0356 ounce of table salt in 529 quarts of water Touch: a bee wing falling on your cheek from a height of 1 centimeter

Subliminal Perception
definition: below threshold We can process some information from stimuli too weak to recognize. effect of subliminal stimulation: a subtle, stimulation: fleeting effect on thinking

Does subliminal advertising work?

No. The goal of using subliminal advertising is to increase the likelihood that you will buy a particular product. Research has repeatedly demonstrated that subliminal advertising cannot change an individuals behavior.

Stimulus for Vision

The visible spectrum consists of: wavelength

amplitude

Cross Section of the Eye

Receptors: rods and cones

Rods 120 million periphery sensitivity night vision Cones 8 million central acuity color vision

Anatomical Pathway in the Retina

Path to Occipital Lobe

Path from Eye to Visual Cortex light

photoreceptors LGN bipolar cells visual cortex ganglion cells