2. ATTENTION
Gateway to memory.
Focusing on awareness.
Process of psychological selectivity, by
which we select, from a vast number of
available stimulus , only those which are
related to present needs and interest
4. PHYSICAL CHARACTERSTICS OF STIMULI
PARADIGM USED: looking time, recording of eye fixation.
More the SIZE / INTENSITY / MOVEMENT more is the attention.
According to WOODSWORTH attention was more for moving,
large and bright stimuli.
LEWIS EXPERIMENT (1973)
1. showed for 15 sec motion pictures of natural scenes and
animated cartoons .
2. Asked observers to recall items
3. RESULT: size and movement captured attention.
5. COLLATIVE CHARACTERSTICS
BERLYNE, 1960.
Based on stimulus comparison.
PARADIGM USED: looking time, number of times
looking to the same object, recording of eye fixation.
NOVELTY/ INCONGRUITY/ COMPLEXITY determines
attention.
Novel and incongruous objects are always preferred to
old and congruous objects.
Complexity result was supported by inverted “U”
phenomenon, medium level more attention.
6. ORIENTATION RESPONSE
LYNN, 1966.
Based on skeletal (bodily) and psychological (internal)
changes that happens when stimulus is presented.
Elicited by novel or intense stimuli.
1. LOCAL MOTOR RESPONSES.
2. GENERAL MOTOR RESPONSES.
3. ELECTROENCIPHAL GRAPH (EEG).
4. CONTRICTION AND DILATION OF BLOOD
VESSELS.
