Understand Attention & Implement it in your Business, Daily Life , By Practicing Topic "ATTENTION" + Factors of ATTENTION 1- Objective Factors 2- Subjective Factors + Span of ATTENTION + Distraction of ATTENTION + Fluctuation of ATTENTION

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2. PSYCHOLOGY
B.BA (Spring-18)
Batch Fall-17
University Of Gujrat
LHR Campus
Harbanspura, LAHORE

3. HASSAN
SHAHEER
Roll No :
17500920-010
Semester :
Spring-18
Batch : Fall-17

4. ATTENTION

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6. • Attention is a concept studied in cognitive psychology that refers to
how we actively process specific information in our environment.
• As you read through a section of text in a book, the highlighted
section stands out, causing you to focus your interest in that area.
But attention is not just about centering your focus on one
particular thing; it also involves ignoring a great deal of competing
for information and stimuli.

7. > > > > > > > >According to eminent psychologist and
philosopher William James,
attention
"is the taking possession by the mind, in clear
and vivid form, of one out of what may seem
several simultaneously possible objects or trains
of thought. …It implies withdrawal from some
things in order to deal effectively with
others."—"The Principles of Psychology," 1890

8. • In order to understand how attention works and how it affects
your perception and experience of the world, it's essential to
remember a few important points about how attention works,
including;
1. Attention is limited.
2. Attention is selective.
3. Attention is a basic part of the cognitive system.

9. > > > > > > > >1. Attention is limited
Studies have demonstrated that attention
is limited in terms of both capacity and duration. The illusion that
attention is limitless has led many people to practice multitasking.
It's only in recent years that research has pointed out how
multitasking seldom works well because our attention is, in reality,
limited.

10. > > > > > > > >2. Attention is selective
• Since attention is a limited resource,
we have to be selective about what
we decide to focus on.
• We must be selective in what we attend to, a process that often
occurs so quickly that we don't even notice that we have ignored
certain stimuli in favor of others.

11. > > > > > > > >3. Attention is a basic part of
the cognitive system
• Attention is a basic component of our biology, present even at
birth.
• A touch against the cheek triggers the rooting reflex, causing
the infant to turn his or her head to nurse and receive
nourishment.

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Factors of Attention

13. • It is true that the attention is a
selective activity and volition of our
mind is very important to determine our
attention. But despite this, there are some factors in the objects
as well as in the individual himself which can influence our
attention.

14. > > > > > > > >These factors which determine our attention are
divided into two types:
1. Objective Factors
2. Subjective Factors

15. • These factors pertain to particular aspects of objects which
are inherent in objects.
1. Movement
2. Intensity
3. Novelty
4. Size
5. Change
6. Repetition
7. Clarity
8. Colours
9. Contrast

16. • A moving object draws our attention
more easily than a stationary object.
For example, flickering lights draw
our attention than non-flickering
lights. A moving vehicle draws our
attention more than a stationed
vehicle.

17. • More intense light, sound or smell
draws our attention more easily than
less intense one. For example, a high
voltage bulb will be observed quicker
than low voltage bulb, very bright
colour than dim colour, or a very
loud sound than a normal sound.

18. • New kinds of objects draw
our attention quickly.
Advertising agencies
adopt this technique very
effectively. For example,
latest fashion dress, shoes,
pen, etc.

19. • A bigger or a smaller object draws
the attention of people very easily
than average level size of any
object, For example, a 7′ taller
man, a 2′ dwarf, a very fat man, a
very huge multistoried building
can draw our attention quickly.

20. • A change in our environment draws
our attention quickly. For example,
regular sound of a moving clock does
not draw our attention, but the
movement it stops, our attention is
diverted.
• A show piece placed in a new place, a
radio playing a song stops due to
electricity failure draws our attention.

21. • When a stimulus is presented
repeatedly our attention is
diverted, For example, repeated
horn of a fire brigade or
ambulance.

22. • An object or sound which can be
experienced clearly draws our
attention than the stimuli which
are not clear. For example,
during night times stars and
planets which are seen clearly
draw our attention.

23. • Colourful objects draw
our attention more
easily than black or
white objects.

24. • An object that is
strikingly different
from its background
draws our attention.
For example, a black
spot on a white shirt.

25. • These factors refer to individuals. These are inherent in
people. There are many subjective factors which determine
our attention.
1. Intrests
2. Motives
3. Mental Set
4. Emotional State
5. Habits

26. • Objects of our interest draw our attention immediately. For
example, while moving on a road a sportsman is attracted towards
the shop where sports materials are placed. A person who is
interested in a particular singer will immediately divert his
attention the moment he listens his voice.

27. • Motives are powerful
forces which make us
to divert our attention.
For example, a hotel
will draw the attention
of a hungry person
because he has a drive
for food.

28. • Our set or readiness of mind is very important in
attending to any stimulus. For example, when a person
is in fantasy he may not listen to any call. On the other
hand, if he is waiting for a phone call eagerly, he will
listen to that immediately.

29. • Attention is disturbed during emotional state. It also affects
our perception. For example, when a person is highly
excited due to fear, he may not listen or understand what
others say.

30. • Our attention is diverted automatically towards the things
to which we are habituated. For example, a smoker
remembers smoking even if he is otherwise busy in some
work. A person habituated to take food at a particular time
remembers food at correct time. Attention of a nurse is
automatically diverted towards a serious patient.

31. > > > > > > > >
ATTENTION SPAN

32. • Attention span is the amount of concentrated time a person can
spend on a task without becoming distracted.
Poor attention span with distractibility results in
• Fails to finish the things started
• Shift from one uncomplicated activity to other
• Does not seem to listen
• Easily distracted by external stimuli
• Often loses things

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Distraction of Attention

34. • Distraction means the dividing of attention
or
some interference in attention.
• The object which causes the distraction is called the distractor
• Duration of attention is often short. Different stimuli distract
person’s attention. if a person wants to attend a stimuli constantly ,
Even then different factors can distract him. Person pays more
attention and concentration to his work but remain unable to
maintain it.

35. • There are individual differences in distraction of attention. Its
not always necessary that two different people get distracted by
same stimuli. Some people can study in noise ,while others need
complete silence. Two important factors are as under:
• Objective Factors
• Subjective Factors

36. • The factors that distract attention from environment are called
objective factors. It is also called environmental factors.
Routine work distract less attention while different and novel
work distracts more.
• Noise, music, improper lighting, uncomfortable seats, defective
method of teaching, improper use of teaching aids, defective
voice of the teacher are the common external distractors in the
classrooms.

37. • These factors are related to person’s internal characteristics.
Every person get distracted by his tendencies or interests.
• Emotional disturbances, mental and physical health, anger,
fear, feeling of insecurity, boredom, lack of motivation, feeling
of fatigue, lack of interest, desires, preferences, freshness,
unrelated subject matter are the examples for internal
distractor.

38. • Distraction of attention affects our performance. So these
factors can decrease distraction of attention
• By giving Reward
• Social Acceptance
• Through Self Control
• Increase in Capability
• Through clear objective

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40. • We can only attend a stimulus for few seconds. If we have to
attend a stimulus for long, then the attention fluctuates. This is
called fluctuation of attention.
• Fluctuation of attention is the length of time one can attend
continuously to a single object. Attention is not steady or
concentrated throughout. At one time the object come in our
focus, at another time, it goes out from focus.

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Attention is a mobile or dynamic activity, and it is difficult to attend
to one a particular object for any great length of time. When
attention moves from one object to another, it is called the shifting
of attention. But even when the attention persists with one object, it
grows more or less in degree. This is called fluctuation of attention.

42. > > > > > > > >• In shift of attention our attention passes from one stimulus to
another or from one part of a complex stimulus to another part.
• Our receptors get fatigued by concentrating on one stimuli and
stop working. But when attention decreases , the capacity of
receptors resumes.
• Usually we say, that I can study for 1 or 2 hour. But when a
person is studying ,even then his attention is not static ,rather it’s
diverting on different words ,phrases and concepts.