1. Perceptual process

3.  Perception is a creative process.
 It
is not simply observing, hearing or sensing
what is out there in your environment.
 It involves the assigning of meaning to these
stimuli.
 Infact, experiences are more a product of
interpretations rather than the information
itself.

4.  Schemata are the patterns we develop over time to
organize incoming information.
 It helps to organize the comprehension of the events.
 It gives us a way to construct or assign meaning to new
information.
 Scripts also affect the expectations about the order of the
events.
 They help fill in the missing blanks in a particular way.
 It is also called our reality.

7.  Isthe script something we sense or is it all in
our head ?
 Probably both, and both are important in
creating our realities.

8.  Ourscripts are shaped by our experiences,
knowledge, needs, values and beliefs.
 New incoming information is tested against
them.
 Itcan reinforce preexisting scripts, make a
pre existing script clear, add a new element
to it, or restructure it.

9.  Scripts / schemas/ realities are formed on
past.
 Evenrecent past has an effect on our
expectations.
 E.g.
news about a muder, 3 headlines, one
suggests suspect is guilty, one is neutral, one
suggests suspect is innocent. All three have
an impact on our perception about the
suspect.

10.  Sometimeswe do not have a set of previous
experiences.
 E.g.
watching a new tv station, listening to a
new song etc.
 Expectations are developed on the basis of
initial bits of information received e.g the
first scene of a drama, first page of a novel,
starting music of a song

12.  Attitude:
The way a person thinks or acts
depending on beliefs, values, and feelings.
 Attitudecreates a set or expectations of that
affects perception. E.g. more violations by
the opposite team in sports.
 Selectiveperception – process of screening
out information not consistent with our
schemas.

14.  Consistencytheory – avoiding inconsistency
by misinterpreting any new information that
might be inconsistent with our attitudes.
 Principle
of least effort: It is easier to
perceive messages that are consistent with
what you perceive. It takes more effort to
perceive a message that is unexpected or
contrary to the way you see the world.

15.  Needsare important factors when processing
information.
 Information
relevant to needs is perceived
more than other information.
 This
is true specially in the case of need for
concrete things such as food.

20.  Informationprocessing is affected by our
reference groups which include
 Family, friends, peers etc.
 Those with whom we associate
 Those with whom we want to associate
 Informationprocessing changes with the
reference group
 E.g. munni badnam hui with friends, family, kids
and adults, each is different experience

21.  Referencegroups shape our sets or
expectations for certain kinds of
information.
 Reference group also effect our opinions.
 We form an opinion when confronted for it or if
we think we will talk to someone else.
 The opinion that we develop is based on who the
other person is and what our relationship is to
that person.

22.  Personalitytraits – the more close-minded a
person is, the more he is affected by
authority figures and vice versa.
 Language and information processing –
Language gives meaning to your experiences.
If you can assign a label to your experience,
it becomes meaningful. If not, there is
difficulty in believing.

23.  Effects of chunking memory
 Information is stored in chunks or bloks in our
memory.
 Chunks can be small, medium, or large.
 The larger the chunk of information, the greater
the information loss.

24.  Prior Exposure:
 It is easier to learn things that you had learned
before and forgotten, than those you never
learned about.
 Repetition and Persuasion:
 Repetition of a persuasive message causes people
to agree more rapidly with the statement of
opinion.

25.  Gaps:We tend to fill missing gaps based on
our previous knowledge of similar scenarios.
 Iconicity:The degree to which the a symbol
is similar to which it represents. The nearer
the symbol to the representation, the easier
to understand.

26. Family

29.  Primacy effect
 If you read or hear a series of ideas within a
relatively short period of time, the earliest ideas
stick best to in your memory.
 Recency effect
 If you read or hear a series of ideas within a
relatively short period of time, the latest (most
recent) ideas stick best to in your memory.

30.  No interest or opinion
 When we are not interested in an issue or we
have no opinion, we tend to be influenced by the
information we receive first.
 High interest
 When we are highly interested and need to
understand an issue, the order of information has
little or no influence

31.  Suspicion of external influence
 When we suspect that someone is trying to
influence us, the impact of initial bits of
information is reduced.
 Involvement in conversation
 If we become involved in an issue, taking any
position based on the information received up to
that point, the ultimate effect of that earlier
information is increased.
 The more public that commitment, the greater
the influence.

32.  Distraction
 Time and distraction created by other activities
in the intervals between bits of information, the
most recent bits of information are most
remembered.