How Attention Works. "Kyle Findlay", TNS Global.
1. How do we process our environment?
2. What is the path that stimuli go through?
3. What are the factors that capture our attention?
4. What about stimuli that we don’t consciously process?
Best Learning Strategies For Pharma and Healthcare Marketers in 2010Wendy Blackburn
Eleven pharma and healthcare leaders set out to answer the question, "What 2 -3 key areas of learning should Pharma and Healthcare marketers focus on in 2010?"
The author recommends that pharma and healthcare marketers focus on learning authenticity as their top strategic investment in 2010. They explain that being authentic online requires understanding yourself and reflecting critically on your experiences rather than just absorbing information. Authentic engagement allows marketers to contribute genuine value to conversations with customers and patients. The future of healthcare involves more engaged, informed patients who can be partners if approached authentically. Marketers should provide reliable information to patients through conversation rather than tricks.
The document discusses the Quantified Self movement, which involves self-tracking of metrics like health, mood, productivity, etc. using sensors and apps. It notes the diverse range of topics and collaborative nature. Key points discussed include the history and growth of the movement, various sensors available, framing data collection as experimental interventions to better understand behavior, and challenges around motivating participants and designing meaningful experiments.
Digital Wellbeing: Meaningful Daily Actions for Parents - COVIDMax Stossel
A list of practices parents I've spoken with have found helpful for managing their mental health and general wellbeing in the world of smartphones & social media.
Digital Wellness: Meaningful Daily Actions for Students - COVIDMax Stossel
A list of practices students I've spoken with have found helpful for managing their mental health and general wellbeing in the world of smartphones & social media.
This presentation looks at how gamification taps into how our brains work. It focus on the role of reward schedules and uncertainty in creating engagement. It also briefly discusses whether or not the term 'gamification' itself is a fad or not.
NOTE: Apologies for the low image quality of the slides. The only way I was able to upload the deck without producing visual artifacts during the SlideShare conversion process was to upload each slide as an image :(
A brief introduction to network theory which introduces my COMM 620 MBA class to three different strands of research explaining the context within which digital tools are used.
Best Learning Strategies For Pharma and Healthcare Marketers in 2010Wendy Blackburn
Eleven pharma and healthcare leaders set out to answer the question, "What 2 -3 key areas of learning should Pharma and Healthcare marketers focus on in 2010?"
The author recommends that pharma and healthcare marketers focus on learning authenticity as their top strategic investment in 2010. They explain that being authentic online requires understanding yourself and reflecting critically on your experiences rather than just absorbing information. Authentic engagement allows marketers to contribute genuine value to conversations with customers and patients. The future of healthcare involves more engaged, informed patients who can be partners if approached authentically. Marketers should provide reliable information to patients through conversation rather than tricks.
The document discusses the Quantified Self movement, which involves self-tracking of metrics like health, mood, productivity, etc. using sensors and apps. It notes the diverse range of topics and collaborative nature. Key points discussed include the history and growth of the movement, various sensors available, framing data collection as experimental interventions to better understand behavior, and challenges around motivating participants and designing meaningful experiments.
Digital Wellbeing: Meaningful Daily Actions for Parents - COVIDMax Stossel
A list of practices parents I've spoken with have found helpful for managing their mental health and general wellbeing in the world of smartphones & social media.
Digital Wellness: Meaningful Daily Actions for Students - COVIDMax Stossel
A list of practices students I've spoken with have found helpful for managing their mental health and general wellbeing in the world of smartphones & social media.
This presentation looks at how gamification taps into how our brains work. It focus on the role of reward schedules and uncertainty in creating engagement. It also briefly discusses whether or not the term 'gamification' itself is a fad or not.
NOTE: Apologies for the low image quality of the slides. The only way I was able to upload the deck without producing visual artifacts during the SlideShare conversion process was to upload each slide as an image :(
A brief introduction to network theory which introduces my COMM 620 MBA class to three different strands of research explaining the context within which digital tools are used.
The document discusses recent advances in understanding attention from a neuroscience perspective. It describes attention as a complex process involving prioritization of external stimuli based on senses and memories, often outside of conscious control. Marketers aim to capture attention for brands, but attention is a shifting target as the brain focuses limited resources. Novel, emotional, or personally relevant stimuli are more likely to engage attention. Understanding these principles helps marketers design messages that cut through clutter and leave lasting impressions. The document also discusses keeping attention over time to build long-term brand memories.
Applications of Behavioural Economics to consumer insightErica van Lieven
Shown at the AMSRS National Conference 2013 this presentation on Behavioural economics by Ben Wright highlights the very interesting findings from a small exploratory study that could serve as the basis to the beginnings of a revolutionary measure in the market research industry.
This document discusses the topics of perception, attention, and interpretation. It begins by defining attention and noting that a wealth of information can create a poverty of attention. It then discusses how to draw attention by being humane, understandable, making connections, and avoiding mediocrity. The document also defines perception as being shaped by learning, memory, and expectations. It notes perception involves three phases: sensing, organizing, and reacting. It provides details on each of these phases, including concepts like selective perception, perceptual defense, grouping, closure, and bias for the whole. The document concludes with discussing interpretation and some common stereotypes involved.
The document discusses various topics related to information overload and attention in the modern world, including:
1. It questions whether information overload is driving people crazy and explores how humans may be learning to cope with increased information.
2. The concept of an "attention economy" is discussed, where attention has become a scarce resource in the age of abundant information.
3. The psychology of attention is complex, and conventional wisdom may be wrong, especially from best-selling business books that aim to serve business goals over people.
4. Conditions like attention deficit disorder are examined in the context of modern media and whether today's environment may be toxic for children's development.
The document discusses various topics related to consumer behavior, including consumer perception, factors influencing perception, consumer motivation, personality theories, attitude formation and change, learning, involvement, and social influences. It provides definitions and explanations of key concepts such as perception, stimuli, sensation, exposure, attention, interpretation, and factors affecting perception like intensity, position, contrast, novelty, repetition, and movement.
Neuroscience offers some new insights into the challenge of change and strategy execution in organisations. This article, part 1 of a three part series, explores why people cannot see the future as clearly as the change leader expects.
1. Visual illusions (also called optical illusions) show that the br.pdfmohammedfootwear
1. Visual illusions (also called optical illusions) show that the brain can be readily fooled. (1
page)
a. What insights do visual illusions offer us regarding the workings of the brain?
b. How can these insights be extended to explain the brain’s role in decision making?
2. One of the most intriguing questions we face when studying how the brain functions in
making decisions is: What role does the unconscious brain play in decision making? (1-2 pages
total)
a. What are the strengths and limitations of the conscious brain in decision making?
b. How can the unconscious brain contribute to an individual’s decision making capability?
c. What do anecdotal accounts—such as those provided by Malcolm Gladwell in Blink—tell us
about the role of the unconscious brain in decision making?
d. What do experimental studies—such as those carried out by Wilson and Dijksterhuis—tell
us?
e. Based on the experimental studies reported in Framing Decisions, what are the merits of
making on-the-spot decisions vs. decisions after substantial deliberation (e.g, by sleeping on a
decision)?
3. Page 104 of Framing Decisions identifies four sets of questions decisions makers need to
address when making decisions of consequence in order to surface potential moral hazard
situations. Explain the rationale underlying each question. If you ask these questions when
deliberating on decisions of consequence, how can you improve the quality of your decision
making? (1-2 pages)
Solution
Answer-1
a. When you look at something, what you’re really seeing is the light that bounced off of it and
entered your eye, which converts the light into electrical impulses that your brain can turn into an
image you can use. The process that takes about a tenth of a second but your eyes receive a
constant stream of light, an incredible amount of information, so it’s really difficult for your
brain to try to focus on everything at once. It would be like trying to take a sip of water from a
firehose. So your brain takes shortcuts, simplifying what you see to help you concentrate on
what’s important, which helps compensate for your brain’s tenth-of-a-second processing lag.
This trait helped early humans survive encounters with fast predators – or at the very least avoid
running into obstacles like trees.
b. a sample of three decision errors. First, the default effectoccurs when people end up
“choosing” different options when allowed not to choose at all, i.e., when a lack of any active
selection returns the default. Impressively, countries that allow individuals to decline being a
potential organ donor have far greater donor pools than countries that allow individuals to
decline not being a potential donor (Johnson & Goldstein, 2003). Second, Dan reports that
physicians are more likely to pull a patient back from scheduled surgery when they discover that
they forgot to test the efficacy of one drug, than when they notice that they overlooked two
drugs. In the latter case, the physicians would need t.
The document discusses consumer interpretation processes of attention and comprehension when exposed to marketing information. It explains that attention involves focusing on relevant goals, while comprehension refers to interpreting and understanding concepts. Comprehension can occur automatically through recognition or more extensively through elaboration. Marketers should facilitate intentional and accidental exposure, as well as maintain exposure once begun, to enhance the probability that consumers will interpret their information.
Brand Box 5 - How To Say It - The Marketer's Ultimate ToolkitAshton Bishop
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Brand Box 5 - How to say it 2. Actions from Insights 3. How to say it 4. Ogilvy on Advertising 5. Reason and Emotion 6. Cialdini's tools of influence 7. Advertising 8. Uses of advertising 9. Advertising: Broad definitions 10. The advertising cycle 11. The advertising cycle cont... 12. Neuromarketing 13. The typical major league baseball pitch 14. Decision making 15. Major league baseball pitch cont... 16. The new model for decision making 17. Why do we need somatic markers 18. When is one faculty used over the other 19. How does this sell things 20. Classic media theory 21. Neuromedia theory 22. Example: Share of mind case study 23. A couple of examples 24. A couple of examples cont... 25. Direct response 26. Styles of direct response marketing 27. Direct Response 28. Direct Response Implementation 29. The BOSCH Formula 30. The 5 step (POWER) copywriting process 31. Single Mindedness 32. Defining great communication 33. Essence of Communication 34. Ideas vs. Information 35. What makes a great idea 36. Example: Papa John's pizza 37. Example: Copenhagen Zoo 38. Example: Belgium Cancer foundation 39. Example: Australian Red Cross 40. Example: BBC World 41. Example: Seeing eye dogs Australia 42. Example: Global Coalition for Peace 43. Example: Panasonic 44. Example: Summerville 45. Example: Karate Bushido 46. Example: Heinz 47. Example: Jobs in town 48. Example: Colgate 49: Example: Yoga center 50. Keeping it simple 51. Assessing Ads 52. Assessing communication 53. AIDA(S) 54. Tools for driving great advertising 55. The 3 part brief 56. The 9 questions 57. Testimonials 58. Power of testimonials 59.
Here are the key points from the 10 tips document in 3 sentences or less:
The document provides 10 tips for improving advertising by leveraging insights about how the brain processes information. Tip 1 discusses using emotionally charged words to grab attention. Tip 2 recommends influencing the emotional state of viewers by considering their emotional state and using body language. Tip 3 notes that motion grabs attention and should be linked to the product or brand.
We are proud to announce our 35th Innovation Excellence Weekly for Slideshare. Inside you'll find ten of the best innovation-related articles from the past week on Innovation Excellence - the world's most popular innovation web site and home to 5,500+ innovation-related articles.
Practicing awareness can increase effectiveness in the workplace. Awareness involves being conscious of facts and circumstances that affect you. While the brain filters out non-essential information, consciously focusing on relevant details improves awareness. Deciding workplace safety is important allows one to better notice potential hazards. Awareness exercises, like identifying sounds and colors, demonstrate how awareness expands with focus. Greater self-awareness of emotions likewise aids effectiveness.
How is digital media affecting us at a neurological level? How is this in turn impacting how consumers process advertising messages and how can brands respond? Core Media Strategy Division explores some emerging themes.
I wanted to bring to your attention an exciting opportunity to receive $500 in FREE Google Ads credits!
As you may know, Google Ads is an incredibly powerful advertising platform that can help your business reach more customers and grow your revenue. With these credits, you'll be able to kick-start your advertising campaigns and see the results for yourself.
This offer is only available for a limited time, so be sure to act fast to take advantage of this opportunity. If you have any questions or need help getting started with your Google Ads campaigns, please don't hesitate to reach out to me.
Our Quarterly house magazine meant for our associates. This covers topics related to Mind management, wealth management , Risk management, Leadership and Marketing management. This issue covers Mirror Neurons, Net worth and Risk Management
Mind and Its Potential Conference Proceedings Dec 2009Arun Abey
- The document discusses research on the brain and its practical applications in corporate settings. It covers three main topics:
1) How too much choice can paralyze people, and companies are limiting options to increase satisfaction and action.
2) The importance of "affective techniques" like storytelling and images that access the emotional brain, rather than just facts alone.
3) How understanding human motivation can increase charitable giving by connecting people emotionally to causes.
Do you know how to use Behavioural Economics? It's a game changer. Many researchers and marketers talk about this new way of uncovering deeper, more meaningful insights – but do you actually know how to apply it?
This document discusses ways to increase donations to a colon cancer prevention organization called Stop Darmkanker (SD) through their website. It outlines analyzing the decision process of the target donors and identifying opportunities to guide them towards donating. This will be done by mapping out the hidden internal and external states donors go through when deciding whether to donate, and introducing small, costless changes informed by behavioral science research to influence decisions at key points in the process. The goal is to better understand donors' unconscious decision-making and increase donations through low-cost technological adjustments.
Fotografies sense drets a Presentacions de Google
1. Instal·lar Unsplash Photos a Presentacions de Google (Google Slides)
2. Buscar i inserir… fàcil
www.commsplanning.es
Sinopsis ignasi pardo 28º seminario de televisiónIgnasi Pardo
Este documento proporciona información sobre una ponencia en un seminario sobre televisión multipantalla. La ponencia se titula "Marcas, consumidores, pantallas y contenidos" y será presentada por Ignasi Pardo, un consultor estratégico. La ponencia discutirá cómo la digitalización ha cambiado el modelo publicitario de una sola pantalla y cómo las marcas ahora deben integrar sus mensajes en contenidos relevantes para los consumidores en múltiples pantallas. El orador argumentará que es importante distinguir entre el consumo de contenidos, los dis
More Related Content
Similar to How Attention Works - Kyle Findlay - TNS Global
The document discusses recent advances in understanding attention from a neuroscience perspective. It describes attention as a complex process involving prioritization of external stimuli based on senses and memories, often outside of conscious control. Marketers aim to capture attention for brands, but attention is a shifting target as the brain focuses limited resources. Novel, emotional, or personally relevant stimuli are more likely to engage attention. Understanding these principles helps marketers design messages that cut through clutter and leave lasting impressions. The document also discusses keeping attention over time to build long-term brand memories.
Applications of Behavioural Economics to consumer insightErica van Lieven
Shown at the AMSRS National Conference 2013 this presentation on Behavioural economics by Ben Wright highlights the very interesting findings from a small exploratory study that could serve as the basis to the beginnings of a revolutionary measure in the market research industry.
This document discusses the topics of perception, attention, and interpretation. It begins by defining attention and noting that a wealth of information can create a poverty of attention. It then discusses how to draw attention by being humane, understandable, making connections, and avoiding mediocrity. The document also defines perception as being shaped by learning, memory, and expectations. It notes perception involves three phases: sensing, organizing, and reacting. It provides details on each of these phases, including concepts like selective perception, perceptual defense, grouping, closure, and bias for the whole. The document concludes with discussing interpretation and some common stereotypes involved.
The document discusses various topics related to information overload and attention in the modern world, including:
1. It questions whether information overload is driving people crazy and explores how humans may be learning to cope with increased information.
2. The concept of an "attention economy" is discussed, where attention has become a scarce resource in the age of abundant information.
3. The psychology of attention is complex, and conventional wisdom may be wrong, especially from best-selling business books that aim to serve business goals over people.
4. Conditions like attention deficit disorder are examined in the context of modern media and whether today's environment may be toxic for children's development.
The document discusses various topics related to consumer behavior, including consumer perception, factors influencing perception, consumer motivation, personality theories, attitude formation and change, learning, involvement, and social influences. It provides definitions and explanations of key concepts such as perception, stimuli, sensation, exposure, attention, interpretation, and factors affecting perception like intensity, position, contrast, novelty, repetition, and movement.
Neuroscience offers some new insights into the challenge of change and strategy execution in organisations. This article, part 1 of a three part series, explores why people cannot see the future as clearly as the change leader expects.
1. Visual illusions (also called optical illusions) show that the br.pdfmohammedfootwear
1. Visual illusions (also called optical illusions) show that the brain can be readily fooled. (1
page)
a. What insights do visual illusions offer us regarding the workings of the brain?
b. How can these insights be extended to explain the brain’s role in decision making?
2. One of the most intriguing questions we face when studying how the brain functions in
making decisions is: What role does the unconscious brain play in decision making? (1-2 pages
total)
a. What are the strengths and limitations of the conscious brain in decision making?
b. How can the unconscious brain contribute to an individual’s decision making capability?
c. What do anecdotal accounts—such as those provided by Malcolm Gladwell in Blink—tell us
about the role of the unconscious brain in decision making?
d. What do experimental studies—such as those carried out by Wilson and Dijksterhuis—tell
us?
e. Based on the experimental studies reported in Framing Decisions, what are the merits of
making on-the-spot decisions vs. decisions after substantial deliberation (e.g, by sleeping on a
decision)?
3. Page 104 of Framing Decisions identifies four sets of questions decisions makers need to
address when making decisions of consequence in order to surface potential moral hazard
situations. Explain the rationale underlying each question. If you ask these questions when
deliberating on decisions of consequence, how can you improve the quality of your decision
making? (1-2 pages)
Solution
Answer-1
a. When you look at something, what you’re really seeing is the light that bounced off of it and
entered your eye, which converts the light into electrical impulses that your brain can turn into an
image you can use. The process that takes about a tenth of a second but your eyes receive a
constant stream of light, an incredible amount of information, so it’s really difficult for your
brain to try to focus on everything at once. It would be like trying to take a sip of water from a
firehose. So your brain takes shortcuts, simplifying what you see to help you concentrate on
what’s important, which helps compensate for your brain’s tenth-of-a-second processing lag.
This trait helped early humans survive encounters with fast predators – or at the very least avoid
running into obstacles like trees.
b. a sample of three decision errors. First, the default effectoccurs when people end up
“choosing” different options when allowed not to choose at all, i.e., when a lack of any active
selection returns the default. Impressively, countries that allow individuals to decline being a
potential organ donor have far greater donor pools than countries that allow individuals to
decline not being a potential donor (Johnson & Goldstein, 2003). Second, Dan reports that
physicians are more likely to pull a patient back from scheduled surgery when they discover that
they forgot to test the efficacy of one drug, than when they notice that they overlooked two
drugs. In the latter case, the physicians would need t.
The document discusses consumer interpretation processes of attention and comprehension when exposed to marketing information. It explains that attention involves focusing on relevant goals, while comprehension refers to interpreting and understanding concepts. Comprehension can occur automatically through recognition or more extensively through elaboration. Marketers should facilitate intentional and accidental exposure, as well as maintain exposure once begun, to enhance the probability that consumers will interpret their information.
Brand Box 5 - How To Say It - The Marketer's Ultimate ToolkitAshton Bishop
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Brand Box 5 - How to say it 2. Actions from Insights 3. How to say it 4. Ogilvy on Advertising 5. Reason and Emotion 6. Cialdini's tools of influence 7. Advertising 8. Uses of advertising 9. Advertising: Broad definitions 10. The advertising cycle 11. The advertising cycle cont... 12. Neuromarketing 13. The typical major league baseball pitch 14. Decision making 15. Major league baseball pitch cont... 16. The new model for decision making 17. Why do we need somatic markers 18. When is one faculty used over the other 19. How does this sell things 20. Classic media theory 21. Neuromedia theory 22. Example: Share of mind case study 23. A couple of examples 24. A couple of examples cont... 25. Direct response 26. Styles of direct response marketing 27. Direct Response 28. Direct Response Implementation 29. The BOSCH Formula 30. The 5 step (POWER) copywriting process 31. Single Mindedness 32. Defining great communication 33. Essence of Communication 34. Ideas vs. Information 35. What makes a great idea 36. Example: Papa John's pizza 37. Example: Copenhagen Zoo 38. Example: Belgium Cancer foundation 39. Example: Australian Red Cross 40. Example: BBC World 41. Example: Seeing eye dogs Australia 42. Example: Global Coalition for Peace 43. Example: Panasonic 44. Example: Summerville 45. Example: Karate Bushido 46. Example: Heinz 47. Example: Jobs in town 48. Example: Colgate 49: Example: Yoga center 50. Keeping it simple 51. Assessing Ads 52. Assessing communication 53. AIDA(S) 54. Tools for driving great advertising 55. The 3 part brief 56. The 9 questions 57. Testimonials 58. Power of testimonials 59.
Here are the key points from the 10 tips document in 3 sentences or less:
The document provides 10 tips for improving advertising by leveraging insights about how the brain processes information. Tip 1 discusses using emotionally charged words to grab attention. Tip 2 recommends influencing the emotional state of viewers by considering their emotional state and using body language. Tip 3 notes that motion grabs attention and should be linked to the product or brand.
We are proud to announce our 35th Innovation Excellence Weekly for Slideshare. Inside you'll find ten of the best innovation-related articles from the past week on Innovation Excellence - the world's most popular innovation web site and home to 5,500+ innovation-related articles.
Practicing awareness can increase effectiveness in the workplace. Awareness involves being conscious of facts and circumstances that affect you. While the brain filters out non-essential information, consciously focusing on relevant details improves awareness. Deciding workplace safety is important allows one to better notice potential hazards. Awareness exercises, like identifying sounds and colors, demonstrate how awareness expands with focus. Greater self-awareness of emotions likewise aids effectiveness.
How is digital media affecting us at a neurological level? How is this in turn impacting how consumers process advertising messages and how can brands respond? Core Media Strategy Division explores some emerging themes.
I wanted to bring to your attention an exciting opportunity to receive $500 in FREE Google Ads credits!
As you may know, Google Ads is an incredibly powerful advertising platform that can help your business reach more customers and grow your revenue. With these credits, you'll be able to kick-start your advertising campaigns and see the results for yourself.
This offer is only available for a limited time, so be sure to act fast to take advantage of this opportunity. If you have any questions or need help getting started with your Google Ads campaigns, please don't hesitate to reach out to me.
Our Quarterly house magazine meant for our associates. This covers topics related to Mind management, wealth management , Risk management, Leadership and Marketing management. This issue covers Mirror Neurons, Net worth and Risk Management
Mind and Its Potential Conference Proceedings Dec 2009Arun Abey
- The document discusses research on the brain and its practical applications in corporate settings. It covers three main topics:
1) How too much choice can paralyze people, and companies are limiting options to increase satisfaction and action.
2) The importance of "affective techniques" like storytelling and images that access the emotional brain, rather than just facts alone.
3) How understanding human motivation can increase charitable giving by connecting people emotionally to causes.
Do you know how to use Behavioural Economics? It's a game changer. Many researchers and marketers talk about this new way of uncovering deeper, more meaningful insights – but do you actually know how to apply it?
This document discusses ways to increase donations to a colon cancer prevention organization called Stop Darmkanker (SD) through their website. It outlines analyzing the decision process of the target donors and identifying opportunities to guide them towards donating. This will be done by mapping out the hidden internal and external states donors go through when deciding whether to donate, and introducing small, costless changes informed by behavioral science research to influence decisions at key points in the process. The goal is to better understand donors' unconscious decision-making and increase donations through low-cost technological adjustments.
Similar to How Attention Works - Kyle Findlay - TNS Global (20)
Fotografies sense drets a Presentacions de Google
1. Instal·lar Unsplash Photos a Presentacions de Google (Google Slides)
2. Buscar i inserir… fàcil
www.commsplanning.es
Sinopsis ignasi pardo 28º seminario de televisiónIgnasi Pardo
Este documento proporciona información sobre una ponencia en un seminario sobre televisión multipantalla. La ponencia se titula "Marcas, consumidores, pantallas y contenidos" y será presentada por Ignasi Pardo, un consultor estratégico. La ponencia discutirá cómo la digitalización ha cambiado el modelo publicitario de una sola pantalla y cómo las marcas ahora deben integrar sus mensajes en contenidos relevantes para los consumidores en múltiples pantallas. El orador argumentará que es importante distinguir entre el consumo de contenidos, los dis
Neuromarketing: Understanding the Subconscious Drivers > NeuroFocus, The Nielsen Company > By Caroline Winnett, CMO and Andrew Pohlmann, Managing Partner.
"tendencias y consumo" by Insighters experience Ignasi Pardo
Este documento resume las principales tendencias sociales que están modulando el consumo. Identifica varias tensiones entre valores como la estabilidad y el cambio constante, y entre aspiraciones como la responsabilidad y la comodidad. También explora las identidades fragmentadas de los consumidores modernos y cómo buscan experimentar y reinventarse. El resumen ofrece una visión general de las fuerzas sociales que están transformando los hábitos y preferencias de consumo.
"el valor estrategico de las marcas en las redes sociales" by insighters expe...Ignasi Pardo
Este documento analiza el valor estratégico de las marcas en las redes sociales. Argumenta que las redes sociales permiten a las marcas establecer relaciones más humanas y personalizadas con los clientes. También afirma que las redes sociales exponen la forma en que una marca trata a sus clientes y permite que las marcas se expandan a nuevos territorios y valores a través del contenido generado. Finalmente, sugiere que las redes sociales son un laboratorio donde las marcas pueden experimentar con su imagen y conectarse con una audiencia
"decisiones de consumo" by insighters experienceIgnasi Pardo
(1) El documento analiza los cambios en la cultura de consumo y las nuevas claves psicosociales que influyen en las decisiones de los consumidores. (2) Explica que los consumidores ahora consideran factores como su trayectoria vital, el estado emocional, y los valores asociados a las marcas antes de decidir comprar. (3) Describe siete leyes psicosociales que guían las decisiones de consumo de las personas.
The document describes an eye-tracking experiment conducted by GfK Emer in May 2011 to analyze participants' emotional responses to advertisements for the Volkswagen Golf GTI. Participants' eye movements and physical reactions were recorded as they viewed TV commercials and images. The results showed that participants spent 48 seconds viewing key areas of interest in one ad and had emotional responses lasting over a minute for another. Analysis of the eye-tracking data provided insights into how the ads captured attention and evoked emotions.
Strategic Planning In Advertising - Griffin FarleyIgnasi Pardo
This document provides an overview of different types of strategic planning in advertising, including brand planning, account planning, media planning, connection planning, propagation planning, and transmedia planning. It discusses who typically performs each type of planning and what deliverables they produce. Examples and case studies are provided to illustrate tools and best practices for each planning approach. The goal is to add new concepts and strategies to the audience's marketing toolbox.
1) The study uses econometric modeling to analyze over 100 FMCG campaigns and determine the impact of different media activities on short-term sales.
2) It finds that online display advertising has the highest ROI at €1.68 for every €1 spent, while some traditional media like newspapers and radio have negative ROI.
3) However, online only receives 1% of FMCG advertising budgets on average, despite its ability to efficiently drive short-term sales.
This document summarizes key findings from a report on social media and brands. Nearly half of internet users have joined brand communities on social networks. These brand communities are driving brand loyalty, endorsements, and sales. However, understanding each market and consumer's social media preferences is important for creating successful social experiences. The full report contains detailed insights into social media usage across 20 categories and 54 countries.
Este documento presenta una introducción a las tendencias de consumo para 2011 en un contexto de incertidumbre global. Resalta cómo la crisis ha generado una sociedad volátil donde los consumidores son escépticos ante las marcas y buscan validar mensajes de forma activa en las redes sociales. También define al "crossumer" como un consumidor informado y participativo en la era digital.
Este documento resume los cambios que está experimentando la televisión y el uso de acciones especiales en televisión. Brevemente discute que aunque la televisión sigue siendo importante, ya no todo en televisión tiene el mismo impacto, y las acciones especiales son una forma de mejorar la eficacia publicitaria en televisión al enfocarse en objetivos específicos y seleccionar puntos de contacto estratégicos con los consumidores más allá de los anuncios convencionales.
Monitoring and Managing Anomaly Detection on OpenShift.pdfTosin Akinosho
Monitoring and Managing Anomaly Detection on OpenShift
Overview
Dive into the world of anomaly detection on edge devices with our comprehensive hands-on tutorial. This SlideShare presentation will guide you through the entire process, from data collection and model training to edge deployment and real-time monitoring. Perfect for those looking to implement robust anomaly detection systems on resource-constrained IoT/edge devices.
Key Topics Covered
1. Introduction to Anomaly Detection
- Understand the fundamentals of anomaly detection and its importance in identifying unusual behavior or failures in systems.
2. Understanding Edge (IoT)
- Learn about edge computing and IoT, and how they enable real-time data processing and decision-making at the source.
3. What is ArgoCD?
- Discover ArgoCD, a declarative, GitOps continuous delivery tool for Kubernetes, and its role in deploying applications on edge devices.
4. Deployment Using ArgoCD for Edge Devices
- Step-by-step guide on deploying anomaly detection models on edge devices using ArgoCD.
5. Introduction to Apache Kafka and S3
- Explore Apache Kafka for real-time data streaming and Amazon S3 for scalable storage solutions.
6. Viewing Kafka Messages in the Data Lake
- Learn how to view and analyze Kafka messages stored in a data lake for better insights.
7. What is Prometheus?
- Get to know Prometheus, an open-source monitoring and alerting toolkit, and its application in monitoring edge devices.
8. Monitoring Application Metrics with Prometheus
- Detailed instructions on setting up Prometheus to monitor the performance and health of your anomaly detection system.
9. What is Camel K?
- Introduction to Camel K, a lightweight integration framework built on Apache Camel, designed for Kubernetes.
10. Configuring Camel K Integrations for Data Pipelines
- Learn how to configure Camel K for seamless data pipeline integrations in your anomaly detection workflow.
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How Attention Works - Kyle Findlay - TNS Global
1. How Attention Works Kyle.Findlay@tnsglobal.com Senior R&D Executive TNS Global Brand Equity Centre
2. Notes from previous slide: Capturing a customers’ attention and creating associations in their memories are key concerns for any business or non-profit. The intention of this paper is to give readers some of the hard facts surrounding how attention and memory work, and, by implication, how advertising works. The paper consists of a broad review of some of what science knows about attention and memory. In addition, the author has interspersed the sections with implications for business. The hope is that these implications will prompt the reader to consider the facts presented to them in light of their own business (or any other) context. Obviously, this paper deals with massive subjects that can easily fill many volumes beyond what can be contained in a paper of 30 pages, and so, some over-simplifications may occur. Regardless, whether coming from a business or social background, this paper should give you a better idea of how people process your messages.
3. 1 How do we process our environment? 2 3 What is the path that stimuli go through? What are the factors that capture our attention? 4 What about stimuli that we don’t consciously process? Contents
5. Notes from previous slide: Most people have an idea of what is meant by the term attention. However, as with most concepts, once we start picking it apart, it reveals itself to be far more complex than originally thought. Before we go down the route of reducing attention to its component parts, let us first try to understand it holistically. Marvin Chun and colleagues [2010] point out that: “We should… abandon the view of attention as a unitary construct or mechanism, and consider attention as a characteristic and property of multiple perceptual and cognitive control mechanisms.” “Attention” refers to information processes that occur across many areas of the brain. It does not only refer to the stimuli that we choose to focus our eyes on. It also refers to the mechanisms that govern, amongst other things, which sounds we tune in to, which odours we discern, which memories we recall and which option we choose when faced with a decision. In an environment that bombards us with millions of pieces of stimuli from moment to moment, attention systems are the filters that help us prioritise specific stimuli, streamline their processing and make good decisions. Attentional mechanisms are vitally important to organisms that have a limited processing capacity such as all animals, including humans. Note that it is important to make the distinction between “attention” and “awareness” as they are not the same thing. Attending to an object does not ensure awareness of the object. Our brains can unconsciously attend to many more things than we become consciously aware of as we will see.
6. Do people see my sponsorship ads during a rugby game? Do people notice my billboard on the side of the road? Do people register the brand logo on a piece of clothing? Do people notice my banner ad on a news website?
8. Notes from previous slide: Selection refers to our ability to select between the multiple stimuli competing for our attention at any one time. It has nothing to say about how well a stimulus will be processed; merely which stimuli are elevated above competing stimuli and which are suppressed. Generally speaking, our brain’s goal is to choose the stimulus most immediately relevant or valuable for our survival. When we do not have a particular goal directing our attention, we are more apt to focus on any stimulus that is novel or surprising, and that maximises our chances of survival. While most of us do not run the risk of inadvertently happening on a hungry lion in our modern lives, we are still hardwired to focus on stimuli that promote survival [Posner, 2008]. As social apes, navigating social groups is also a matter of survival and, thus, we are particularly sensitive towards social cues such as facial expressions, eye movements and other forms of body language. Attention does not only apply to the external world around us though. We also need to apply attention to our own thoughts and decision-making processes. Selection is a vital part of any recollection or decision-making process – we need to attend to appropriate memories to recall them and we need to focus on the elements of a task in order to make the right decision. A popular example of selection failure is Simons & Chabris’ [1999] gorilla experiment. This ‘inattentional blindness’ effect perfectly illustrates the power of the selection process in attention. In the above slide, I have used a remake of the Simons and Chabris experiment that uses a moonwalking bear...
11. Notes from previous slide: Internal and external attention As mentioned, attention is a far broader concept than most people realise. It can be split between two main focuses of attention: internal and external. External attention relates to the objects and stimuli in the world around us such as people, furniture, buildings and advertisements. Such stimuli are processed through our ‘modalities’, including sight, hearing, smell, taste and touch. For example, as you read this sentence, your attention is currently focused externally on the paper in your hand or on your screen. Internal attention refers to the intangible thoughts, associations and memories that we all hold within our heads. Think of an incident in your past involving a family member or friend. Perhaps it was your 10th birthday party when you received a new bicycle, or perhaps it was a time when you hurt yourself and your mother comforted you. The process by which you recalled this memory required attention, that is, the ability to sift through and focus on a specific memory while simultaneously supressing irrelevant memories. It also applies to our ability to select between multiple options or choices in mind and recall relevant information to make a correct decision such as when cooking the perfect meal. There is a heavy interaction between internal and external attention. For example, an external advert for Volkswagen Beetle might trigger a memory from your childhood, or, an internal goal to eat healthily might focus your attention on the salad rather than the cake.
13. Notes from previous slide: Top-down versus bottom-up processing Another way of thinking about external and internal attention is in terms of exogenous (external) and endogenous (internal) attention. Exogenous attention works in a bottom-up fashion whereby cues in the environment guide attention, making it stimulus-driven attention. Endogenous attention, on the other hand, is top-down, goal-driven attention arising from internal thoughts, memories and tasks. The manner in which our attention is directed (bottom-up or top-down) has implications for the types of stimuli we attend to and remember. Bottom-up processing implies that our attention (and thus our thoughts and memories) are guided by the cues in our environment without much conscious, directed thought on the observer’s behalf. Imagine yourself wandering aimlessly down a bustling street without any particular goal in mind. In this kind of situation you can be said to be ambiently processing the environment. In this mode, we process up to 40 distinct objects/stimuli at any one time [Posner, 2008] or about 10 items per second [Chun, Golomb & Turk-Browne, 2010]. It is in such a state that one might be strolling through Times Square and notice a Coca-Cola billboard. This is not to say that one will actively remember the billboard or be able to recall its contents, but, in such a state, the billboard is likely to activate our other associations with Coca-Cola and perhaps even add to or change them as we will discuss in more detail. Top-down, endogenous processing is very different to bottom-up, exogenous processing. In this situation, our attention is guided by the goals and thoughts inside our head. Here, we have a target or goal in mind and we attend to those items that match our goal. This leads to a far narrower attentional focus. Imagine I task you up-front with counting the number of people wearing red T-shirts in Times Square. Your accuracy rate will be far higher than if I had only asked you to recall the number after having walked through Times Square. However, in order to more accurately count the number of red T-shirts, you would have had to sacrifice the processing detail of all other stimuli (including adverts). This is the trade-off we face as we shift resources from broad, ambient, bottom-up, exogenous processing to narrower, goal-directed, top-down, endogenous processing. The reason why most people miss the bear is because they are counting the number of times the ball is passed (a top-down goal). Their accurate count of passes comes at the expense of other details such as a person in a gorilla suit crossing the screen. If the viewer had been left to their own devices while watching the scene, they would very likely have noticed a gorilla crossing the screen.
14. So what is the actual process that stimuli go through?
15. PRE-CONSCIOUS PROCESSINGSemantic e.g. what is this? Emotional e.g. taboo subjects SHORT-TERM MEMORY Awareness at this point FILTERS STAGE 1 STAGE 2 The attention process
16. Notes from previous slide: The attention process How can a billboard, or indeed, any other stimulus, activate and add to a person’s associations and memories if they do not remember seeing the ad or stimulus? It can because of the path that a stimulus takes when being processed. As mentioned, we can process about 40 items at a time. However, this only relates to “semantic processing”. At this level, our brains only process the stimulus up to the point of recognising and categorising it as either worthy of raising to awareness or not. In doing so, semantic processing can leave mental traces that can make an item more “top of mind” by priming the subject when exposed to related concepts [e.g. Greenwald, Draine, & Abrams, 1996; Shapiro, MacInnis & Heckler, 1997]. A massive filtering effect exists though as we go from unconscious semantic processing to conscious awareness of the stimulus as it passes into short-term memory. Contrary to popular belief, we only become aware of a far smaller sub-section of the stimuli we actually process, and these are only the stimuli that our brains deem most relevant. The bottleneck between semantic processing and short-term memory exists due to the limited (but still impressive) processing capacities of the human brain. From processing about 40 items unconsciously, only about four chunks [Cowan, 2001] will be raised to our awareness in short-term memory at any one time, although the actual number varies depending on several factors [Miller, 1956; Cowan, 2001; Alvarez & Cavanagh, 2004; Awh, Barton, & Vogel, 2007], including processing modality and complexity of the objects in question.
17. General capacity: ±4 items (chunks) Visuals 1-5 Digits 5-9 Letters ± 6 Words ± 5 Short-term memory capacity
18. Notes from previous slide: Short-term memory capacity limits by modality/category: Visuals = 1-5 [Sperling, 1960; Alvarez & Cavanagh, 2004; Yee Eng, Chen & Jiang, 2005] Digits = 5-9 [Miller, 1956] Letters = ± 6 [Hulme, et al, 1995] Words = ± 5 [Hulme, et al, 1995] Short-term memory After a stimulus passes through sensory memory, which would appear analogous to the pre-conscious processing stage (including semantic processing), a reduced set of the most salient inputs enter short-term memory. It is at this point that we become consciously aware of a stimulus. As Kihlstrom [1987] puts it, “[Short-term memory is] the locus of conscious awareness”. Short-term memory allows us to remember simple lists and groups of items for a short period of time, ranging from a few seconds up to a minute, although the duration can be extended through the process of “rehearsal” (i.e. mentally repeating the stored contents to oneself). It is maintained by temporary patterns of neural activation which rehearsal reactivates and keeps alive. It is important to note that short-term and working memory are not the same thing. Short-term memory refers to the passive maintenance or storage of information without the manipulation of the information being stored. Working memory refers to a theoretical mental work space in which manipulations of multiple inputs from various sources, including short-term memory, long-term memory and external stimuli, are performed in order to produce an outcome (e.g. playing a game of Sudoku). Short-term memory’s capacity was famously deduced by Miller in 1956. Miller showed that most people can hold between five to nine (7 ±2) digits in short-term memory at any one time. However, while Miller’s estimate seems to hold for the recollection of digits, newer estimates by Cowan [2001] imply a more general capacity limit of about four chunks. However, even this is a rough estimate that varies dramatically depending on the complexity of the features of the stimuli being processed and the modality of perception.
19. 0860 03 03 03 Chunking allows us to treat multiple features as one object, or “chunk” Chunking
20. Notes from previous slide: Defining “chunks”: A chunk is a theoretical collection of several pieces of information relating to the same stimulus or concept. Features might include attributes such as the colour red, or a spherical shape; or, in the case of the complex notion of “justice”, fairness, retribution, morality, law, etc. “Chunking” is a useful strategy that allows our brains to treat a collection of information as if it were a single piece of information, thus freeing up our brains to handle more information at any one time. Cowan [1998] has shown that we are able to store about four chunks at any one time, although this varies depending on the input modality and several other factors. A chunk can contain about three to fours pieces of individual information [Broadbent, 1975]. Example: After a single exposure, a cross-country runner could successfully recall 79 digits. He did this by chunking the digits into different running times e.g. 1518 was chunked as a three mile running time [Ericsson, Chase & Faloon, 1980]. In business: Chunking is used in advertising, for example, when a brand splits up its phone number into rhyming chunks of about three digits each.
22. Emotionally charged Contrast to surroundings Social cues Cued stimuli Expected rewards Movement Shared features Early encoded features What captures our attention?
23. Notes from previous slide: Spatial attention is probably the most relevant type of attention for marketers as it refers to our ability to focus our attention on a specific region of space within our environment. For example, spatial attention allows us to shift our focus from the foreground to a sign in the distance, or to train our ear onto a sound behind us rather than on our left-hand side. A central problem for our brain is how to prioritise the various spatial objects in our environment. This is primarily a visual problem but applies to other modalities as well. Our brains spend a large amount of time working out where to look so as to ensure that we are always capturing the most important information possible. Therefore, it is of interest to understand what captures our attention. A good way to capture attention is to give the observer a cue (such as flash) which they can use to direct their attention to a target in the same position (such as a sign). The next natural question that arises is what types of cues and stimuli best capture our attention? Examples include: Emotionally charged stimuli [Phelps et al., 2006] and semantic (i.e. meaningful) relations such as the threat of violence or loss of belongings [Boynton, 2008] Social cues such as faces [Hershler & Hochstein, 2005] and gaze direction [Driver et al, 1999] Movement, including the onset of movement [Abrams & Christ, 2003], appearance of new objects [Phelps et al., 2006], movement amongst still objects [Franconeri & Simons, 2003], looming stimuli [Franconeri & Simons, 2003] and objects that are likely to collide with the observer [Lin et al., 2008] A distracting stimulus that shares some feature with the current target [Folk et al., 2002] Stimuli that differ from surrounding objects [Duncan & Humphreys, 1989; Itti & Koch, 2000] e.g. high contrast versus background (e.g. brightness, shape, colour) [Boynton, 2008] Stimuli that are cued in some way e.g. in predictable locations, by background context or past experience [Bar et al., 2004, Chun, 2000; Torralba et al., 2006] Expected rewards affect attention by increasing the focus on reward-related items and locations, and inhibiting non-reward items and locations [Libera & Chelazzi, 2006; Serences, 2008] Stimuli that contain specific features that are coded early in our brains’ visual systems such as orientation, direction of motion and colour [Boynton, 2008]
24. Selected based on salience (novelty / surprise) Neuroeconomics The importance of surprise
25. Notes from previous slide: Defining “novelty”: Within the context of the brain, “novelty’ refers to stimuli that surprise our brain by contradicting its predictions of the external world (known as a “prediction error”). The greater the prediction error (i.e. the contradiction between what we expect to see and what we actually see), the greater the surprise, or “novelty”. This mechanism is modulated by neurotransmitters such as dopamine, acetylcholine and norepinephrine [Posner, 2008] which act as a kind of chemical brain currency whose pay-offs are large in the case of surprise and minimal in the absence of surprise [Montague & Berns, 2002]. The field of neuroeconomics concerns itself with understanding how a physiological ‘currency’ such as dopamine is used to direct our thoughts, actions and rewards. These processes occur on very short time scales, in the order of milliseconds. The figure in the slide gives us an experimental illustration of how this process works. These experiments unveil the mechanics behind how our brains orient themselves towards new and novel stimuli, and they also show the power of our expectations at a physiological level. If a prediction error occurs between what we expect to see and what we actually see, we receive a spike of a neuro-modulator such as dopamine. This encourages our brains to orient towards the stimulus associated with the spike. However, pre-existing expectations, cues and priming all play a role in mediating the magnitude of dopamine (and other neuro-modulator) spikes that occur due to a surprise (prediction error). Image description: A and B both show the same three rounds of brain recordings from a group of primates. A is the actual recordings, while B is a qualitative re-drawing of the results. In the experiment, the primates were rewarded with food. Sometimes they were cued to expect the reward (for example, by showing it to them in advance), while sometimes they were given the food when they did not expect to receive it. Observation row 1: We see that if the primate does not expect to receive a reward (R) because it has not been cued to expect one (“No CS”), it receives a dopamine spike right after receiving the reward (visualised by the increase in activity along the top line of A, or the grey bump in B). Observation row 2: If the primate expects to receive the reward (i.e. it has been cued, CS), then the dopamine spike occurs at the time of the cue and not at the time of reward. Observation row 3: If the primate is cued to receive a reward (CS), a dopamine spike occurs right afterwards. However, if the reward does not occur (No R), a subsequent negative dopamine spike occurs, cancelling out the initial positive cue spike.
26. PRE-CONSCIOUS PROCESSING We can detect ±8-10 images per second when flashed before us SHORT-TERM MEMORY But retain far fewer due to short-term memory capacity limitations Temporal attention
27. Notes from previous slide: Temporal attention, as the term implies, has to do with time. Temporal attention allows us to focus on stimuli that appear at different points in time in the same location. While similar to spatial attention in many aspects, temporal attention relies on an independent set of mechanisms to spatial attention [Chun, Golomb & Turk-Browne, 2010]. We are able to detect a clearly defined category of objects (e.g. red shoes in a series of green shirts) when flashed before us at a rate of about 8-10 images per second [Potter, 1975] even though our ability to retain and report back on these scenes is more severely limited by our short-term memory capacities. Temporal attention exhibits an interesting phenomenon known as the “attentional blink”. The term refers to the fact that if we are told to look out for two targets (e.g. a pair of red shoes and a pair of blue trousers) amongst a series of objects (e.g. green shirts), our ability to do so will be dramatically reduced if the second target (blue trousers) appears within 0.5 seconds of the first target (red shoes) (see Figure 6 for a visual breakdown). Even though we do not become aware of the second target, it is processed up to a semantic level [Luck et al. 1996, Marois et al. 2004, Shapiro et al. 1997].
29. Notes from previous slide: Most people can’t see the R and C at the same time. We can generally only see one or the other as the C appears within 0.5 secs after the R, within the attentional blink time period.
31. Notes from previous slide: Attentional blink (perception). Inability to observe second target if < 0.5 seconds after first Psychological refractory period (response/choice selection). There is a delay of 0.5 seconds before we are able to execute the second response when confronted with choice between two responses Task switching. The cost of switching increases as the gap between the new task and the instruction to switch gets shorter. There always remains a residual switching cost, perhaps pointing to the fact that a new task must actually be executed in order to fully implement a switch.
33. Increase in negative emotion (confusion) as speed of cuts increased Source: Millward Brown Attention processing bottlenecks
34. Notes from previous slide: This ad showed numerous scenes of people enjoying a product. The cuts become faster and faster, building to a crescendo. The increasingly fast cuts meant that respondents experienced an increase in NEGATIVE EMOTION towards the end of the advert. This is likely due to our brains’ inability to process the inputs fast enough, in line with processing bottlenecks like the attentional blink.
37. Notes from previous slide: Unconscious processing: subliminal and unattended stimuli Probably the most interesting area for marketers is whether we process all the stimuli in our environment (such as a billboard in the corner of our eye or a logo on a passer-by’s shoe), and what effect they have. Research shows that unconscious stimuli do affect cognition and action [Merickle & Daneman, 1998; Kiefer & Spitzer, 2000]. This section refers to two types of unconscious stimuli: stimuli that we are exposed to but do not perceive (i.e. subliminal stimuli) and stimuli that we perceive but our brains do not attend to (i.e. unattended stimuli).
38. Subliminal (“sub-limen”) External study, not related to Coca-Cola. Researcher misreported results Effect: Works for 100-200ms after exposure Unconscious, imperceptible
39. Notes from previous slide: Defining “subliminal”: The term is derived from the word “limen” which refers to the absolute minimum threshold above which we can detect the weakest possible stimulus for each modality (e.g. sight, sound). Hence, “sub-liminal” refers to stimuli that fall below the minimum threshold for detection by a modality [Kihlstrom, 1987]. Subliminal stimuli. Popular focus has fallen on the effects of “subliminal messaging”, a term which has caused moral panic over fears of mind control, with accusations being levelled against companies such as Coca-Cola for supposedly manipulating film viewers into buying Coca-Cola (even though the studies in question were conducted by independent researchers that were subsequently discredited) and musicians supposedly backmasking messages in their music that can only be heard when playing songs backwards. In both these examples, the effect of subliminal messages was shown to be negligible. Subliminal stimuli are processed up to a semantic level without being consciously perceived, raised to our awareness [Draine & Greenwald, 1998] or leaving a memory trace [Greenwald, Draine & Abrams, 1996]. This semantic activation primes us to respond more quickly and accurately to related concepts and stimuli. However, to observe a subliminal priming effect, the target behaviour must occur within 100-200 milliseconds after the subliminal prime [Kiefer & Spitzer, 2000]. So, while flashing a Coca-Cola logo during a film might prime audiences, it only lasts for 100-200 milliseconds.
40. Process 40 items up to semantic level (meaning) What gets activated? Implicit procedures (context sensitive!) Cognitive procedures Emotional/physiological states Spreading activation of related concepts Motor skills Unconscious, perceptible
41. Notes from previous slide: Unattended stimuli. Research shows that our brains process stimuli in our environment up to a semantic level (e.g. “this is a chair”, “that item is dangerous”, etc.). Some are then raised to our conscious awareness by entering our short-term memory. While we may process about 40 items at a time in this way [Posner, 2008], this processing is all done without our awareness and the number of items that we actually become aware of is dramatically reduced. Confirmation bias, our tendency to select, process and remember information that is congruent with what we already believe, plays a role in determining whether a stimulus passes through semantic processing into conscious awareness, a necessary step for us to be consciously aware of something. For example, “I believe that the world is going to end in 2012, therefore I consciously attend to the news stories which confirm my belief and ignore the ones that disconfirm it”; or, “as an Apple fan, I am more likely to attend to the positive news about the brand, while ignoring or forgetting the bad news”.
42. How long does it last? Several hours Anaesthetized patients Several minutes Advert exposures A day Pictures and dreams Unconscious, perceptible
43. Notes from previous slide: Shapiro, MacInnis & Heckler [1997] showed that branded adverts that received minimal attention still improved the chances of the brand being considered for purchase by a subject during the same session, even if the subjects did not explicitly remember the ads. It has been found that the effects of stimuli perceived unconsciously by anaesthetized patients during surgery can last up to 24 hours [Merickle & Daneman, 1998]; perhaps implying that unconsciously perceived priming effects can last many hours Merickle & Daneman also point to research by Poetzl who exposed patients to pictures of complex natural scenes for 100ms (long enough to perceive, but not long enough to consciously process all its details) and then asked patients to describe the pictures. The following day, Poetzl asked patients to describe the previous night’s dreams. He found that elements from the pictures found their way into patients’ dreams even though they had not reported them in their descriptions the previous day.
45. Notes from previous slide: Lavie’s [2005] load theory helps us predict the level of processing an unattended stimulus will receive. Basically, the amount of processing that an unattended stimulus receives is directly related to the burden placed on our perceptions by the attended stimulus (known as “task difficulty”). If task difficulty is low, then excess attention resources will shift towards processing distractor stimuli. If task difficulty is high, distractor stimuli are less likely to be processed [Lavie 1995; Chun, Golomb & Turk-Browne, 2010]. Simply put, you are more likely to process a gorilla crossing your field of view while watching your neighbour gardening than while watching a football game in person. Distractor stimuli are more likely to be processed when there are fewer of them, although, doing so slows down the processing of the target that is being attended to. Increasing the load on an individual’s perceptions by adding more distractors until the load exceeds their attention capacity (i.e. overloading their attention capacity) results in the distractors actually being less-well processed as the individual devotes more resources towards maintaining focus on the task at hand. Consequently distractors end up providing less interference with the target stimuli [Lavie, 1995].
47. Notes from previous slide: The Nike logo is more likely to be processed as a distractor stimulus when the task difficulty of the target is low (i.e. more likely in a quiet suburban street than in a bustling stadium). We are also more likely to notice the moonwalking bear in this kind of situation.
48. Focus on lion Little excess attention for distractor stimuli Source: Millward Brown Unconscious, perceptible: Lavie’s Load Theory
49. Notes from previous slide: The coloured dots represent eye-tracking data i.e. where participants are looking on the above image. Subjects were told to focus on the lion image, which is full of details. As a result, their gaze spent little time on the empty landscape.
50. Focus on landscape More excess attention for distractor stimulus Source: Millward Brown Unconscious, perceptible: Lavie’s Load Theory
51. Notes from previous slide: This time the participants were told to focus on the landscape. However, this seen has relatively few details. As a result, more participants’ gazes were momentarily captured by the detailed lion scene. This is not necessarily a conscious capture as most participants’ were adamant that they maintain their attention on the landscape scene. Rather, this illustrates how our gaze works. Our eyes are constantly darting around our environment, even if our brain creates a solid image that does not show this darting.
52. Task difficulty < 2 kinds Perceptual load… …limited capacity to process external stimuli Central limitations… …limited internal capacity for maintaining and manipulating items in working memory and similar functions such as task switching ≠ Load Load Unconscious, perceptible: Lavie’s Load Theory
53. Notes from previous slide: Lavie actually refers to two kinds of task difficulty: “Perceptual load”, which relates to our limited capacity to process external stimuli “Central limitations”, which relates to our limited internal capacity for maintaining and manipulating items in working memory and similar functions such as task switching Interestingly, the effects of perceptual load and central limitations are opposite. Increased perceptual load (e.g. while in a stadium) decreases the processing of individual distractor details, while increased central load (e.g. working on a particularly challenging maths problem) actually increases the processing of distractor details as our executive functions lose control over the ability to focus our attention on the task at hand [e.g. de Fockert et al. 2001].
54. Can you recall being exposed? Yes Contrast effect No Assimilation effect Source: http://www.youtube.com/watch?v=rXJohlEBKdA Unconscious vs. conscious processing
55. Notes from previous slide: If subjects are able to recall the stimulus, they are more likely to experience a contrast effect (judgements opposite to the primed stimulus) when subsequently being exposed to similar stimuli “For example, participants will rate a given weight as heavier if they had recently lifted a series of relatively lightweight objects than if they had not” A person might consider an only-slightly-chilled Hunter’s Dry Cider as relatively less refreshing after seeing an ad containing an ocean of frozen Hunter’s Dry bottles If they cannot recall the prime, an assimilation effect (judgments consistent with the primed category) is more likely to occur For example, after lifting a heavy weight, lighter weights might be perceived as heavier than they otherwise would A person might consider Hunter’s Dry as more refreshing than it really is
58. Notes from previous slide: Perceptual filters, created by our own biases, beliefs, past experiences and our current intentions and goals, serve to filter out various stimuli from our environment. They play a massive role in what we consciously perceive and remember. Unconscious processing does happen, but it is context sensitive (e.g. I might buy a Coke after seeing an ad for it, but only if I am standing at the store shelf and intend to buy a carbonated soft drink anyway), and… …what we actually process unconsciously depends on the task difficult, or load, of the target stimulus.