a) Briefly describe the path of information from the targeted sensory organ (i.e. eye, ear, skin, etc.) to the brain. Include a synthesis of terms/information from both Chapter 2 – Biological Basis of Behavior and Chapter 3 – Sensation and Perception in your description. When you are using your ears you can choose what you want to listen to, but you cannot choose what you are hearing. The first step is when the pinna collects sounds that enter through the ear canal as sound waves. The ear drum then starts to vibrate as the sound waves strike. Theses vibrations will then pass through the hammer, anvil, and stapes where they are then amplified. The vibrations are finally understood as sound in the brain after being taken and altered into nerve signals by the cochlea. This is due to the connectivity of the inner ear to the edge of the stapes. When the stapes vibrates, they always transfer the sound vibrations to the inner ear.

b) What cues were used to create subconscious or conscious associations? Subconscious is not being aware of something, and in contrary conscious is being aware of something. Being subconscious would be observing a TV ad based on something that you have previously had exposure to. It is existent in the mind, but not known or felt. Visual cues would be used by your subconscious by seeing what you are watching, but not paying attention to it because you have previously been made aware of it. Conscious is being fully aware of your surroundings and thoughts. Visual cues would be used by your conscious for having a connection between something. If you see a TV ad related to time and money, you would connect time to money, and money to time. Your conscious would be telling you that in order to get money you need to use your time. And using your time would get you money.

c) What is the underlying message you perceived from the sensory information presented? The message that I perceived from the sensory information is your senses are receiving stimuli from the environment and transmitting them to the brain. Your visual and auditory cues are being presented through watching a TV ad, and that sensory information is then being transferred to the brain. That sensory information is then either being transferred to your subconscious or conscious.

d) What personal factors (from pages 113-114) might be influencing your perceptions toward this category of advertisements? The personal factors that I thought would be most influencing your perceptions are motivation and emotion, values, and personality. My reasoning behind motivation and emotion is that “desires and needs shape our perceptions” (Morris & Maisto, 2013, p.113). To me this means, when you see a TV ad and it is something that will satisfy your needs then you are more likely to continue watching and listening to that particular TV ad. In the same sense, if you see a TV ad that would not satisfy your needs then you are more likely to not pay attention to that ad. My thoughts on values influencing your perceptions is seeing a TV ad that displays something you value.

An example of this might be seeing a TV ad that talks about donating money to animal shelters or to people that need help buying food. If you value helping others in need, then you would observe this TV ad more closely than if that was not something you valued. My perceptive on personality influencing your perception would be seeing a TV ad that draws your attention according to your personality. A positive personality is looked at to be more desirable by people, and in the same sense a negative personality is considered to be less desirable. An example of this might be a TV ad that has someone with a positive personality and looking desirable, this might be the same personality trait that you have. Therefore, it might intrigue you because you can relate yourself to that particular ad.

References
Merikle, P. (2015). Subliminal Advertising. www.psychologistworld.com Morris, C., & Maisto, A. (2013). Understanding psychology (10th ed.). Boston, MA: Pearson Nauert, R. (2007). Personality Influences Perceived Attractiveness. www.psychcentral.com

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