Higher order perception. Perception is relative Automaticity Adaptation Expectation Perception & Brands

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Christiana Townsend
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1 Class #3 Perception

2 Visual Illusions...

3 Higher order perception Perception is relative Automaticity Adaptation Expectation Perception & Brands

4 Perception is relative 1 Which one has more ice-cream? What effects could the package have?

5 Perception is relative 2 Imagine that you are holding a 1 gram weight in one hand, how much would we have to put in the other for you to notice the difference? What if you were holding a 1 KG weight? Just noticeable differences (JND)

6 JND Our perceptual system notices changes and these changes are relative to the magnitude of the experience itself This proportion is about constant for any sense (but different across senses)

7 JND - Weber s law I / I = K I is the intensity K = constant across levels of I Ij / Ij = Kj j is the sensory domain

8 Higher order perception Perception is relative Automaticity Adaptation Expectation Perception & Brands

9 The Unbearable Automaticity of Perception The strongest knowledge that of the total unfreedom of the human will is nonetheless the poorest in successes, for it always has the strongest opponent: human vanity Nietzsche, Human, All Too Human

10 Automaticity Automaticity... most of a person s everyday life is determined not by their conscious intentions and deliberate choices but by mental processes that are put into motion by features of the environment and that operate outside of conscious awareness and guidance, Bargh & Chartrand (1999) Adaptive... consciousness deserts all processes where it can no longer be of use...we grow unconscious of every feeling which is useless as a sign to lead us to our ends, and where one sign will suffice others drop out, William James (1890)

11 Automaticity? Why have thing automatic? Why is automaticity important? The answer is limited resources The cognitive miser

12 Higher order perception Perception is relative Automaticity Adaptation Expectation Perception & Brands

13 Adaptation I People are sensitive to changes We get used to stationary states Light, shirts, glasses Income, lifestyle, well-being? With diminishing marginal differences

14 Adaptation II People don t predict their level of adaptation The hedonic treadmill

15 Adaptation III Examples: Tenure People who win the lottery are not as happy as they expect to be... California Other examples? implications...

16 Higher order perception Perception is relative Automaticity Adaptation Expectation Perception & Brands

17 Expectations Rabbit How many rabbits are there in the us? When was the last time you held a rabbit?

18 What is this?

19 Expectations How old are these women? Who do they remind you of?

20 How old is she?

21 Queen Listen and try and head the hidden message It is fun to smoke marihuana

22 Expectations summary Expectations have real effects of perception Short, and long term expectations: Priming The cocktail party effect

23 Higher order perception Perception is relative Automaticity Adaptation Expectation Perception & Brands

24 Beer What would prefer a bud, or a bud with balsamic vinegar?

25 The experiment

26 Results % picking beer Beer + Beer Blind Before After

27 Perception & brands The case of coke vs pepsi Can a can influence perception?

28 Containers... Courtesy of Read Montague, Baylor College of Medicine, Houston, TX. Used with permission.

29 Coke & Pepsi test Pepsi had ads with a taste test showing that Pepsi is preferred Coke had ads with a taste test showing that Coke is preferred How could that be?

30 fmri

31 A neuro-imaging experiment 6s C 6s 4s C 6s train C 6s 4s test C 6s P 6s 4s P 6s train P 6s 4s test P Courtesy of Read Montague, Baylor College of Medicine, Houston, TX. Used with permission.

32 Effect of Pepsi label on brain activity Side Bottom Front

33 Effect of Coke label on brain activity Cognitive Control Reward prediction error Y = 30 mm X = -10 mm Courtesy of Read Montague, Baylor College of Medicine, Houston, TX. Used with permission.

34 A brain map Courtesy of Read Montague, Baylor College of Medicine, Houston, TX. Used with permission.

35 Perception: summary 1 Perception is rapid and efficient But, wrong from time to time This is a tradeoff! Partially due to resources limitations The biases are due to structural, learned, and attentional issues

36 Perception: summary 2 Perception is relative Differences, JND Automatic (Automaticity) Adaptation Expectation

37 Other topics Statistical perception Attention (spotlight and search) Some things we are good at (average length) some we are very bad at (total wind)

15.301/310, Managerial Psychology Prof. Dan Ariely Lecture 3: Perception

(a dash - indicates student responses) 15.301/310, Managerial Psychology Prof. Dan Ariely Lecture 3: Perception Everyone in the last 4 rows move up. Nobody is in the 2 nd row, somebody sit in the second