Exam 3: Section 2: Attention and Encoding

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The two types of eye-gaze that attract our attention are direct eye-gaze and averted eye-gaze.

Direct eye-gaze captures our attention because it signals a direct interaction or communication with the person making eye contact. This type of eye-gaze is often seen as more engaging and personal compared to other types of eye-gaze. It captures our attention because it indicates that the person is actively involved in the interaction and is likely to be focused on us or the topic of conversation.

Averted eye-gaze captures our attention because it can signal a variety of emotions or intentions. When someone looks away, it can indicate shyness, discomfort, or even deception. This type of eye-gaze captures our attention because it prompts us to interpret the person's emotions or intentions, leading us to pay closer attention to their body language and verbal cues.

In comparison to other types of eye-gaze, such as neutral or blank eye-gaze, direct and averted eye-gaze stand out because they convey more information about the person's state of mind and their level of engagement in the interaction. This makes them more compelling and attention-grabbing compared to other types of eye-gaze.

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a. Vivid information can come to mind more easily Tversky & Kahneman, 1973).
b. Not much empirical evidence to support the role of vividness in attitude change Taylor & Thompson, 1982).
c. Can be counter-productive: vivid information can make people more confident in their opinions, even when it doesn't change the actual opinion Clark & Rutter, 1985).
d. Can be helpful in some contexts - if the vividness fits the message, it can enhance cognitive elaboration and persuasion Guadagno, Rhoads, & Sagarin, 2011).
e. Vivid information can catch attention of people who might otherwise ignore the message Chaiken & Eagly, 1976).

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The central difference between the properties of salience and vividness of a given stimulus lies in their impact on attention. Salience refers to the degree to which a stimulus stands out from its surroundings and grabs attention, while vividness refers to the intensity or clarity of a stimulus in the mind of the observer.

Salience can be driven by factors such as color, motion, or contrast, which make a stimulus more noticeable in a given context. On the other hand, vividness is related to the subjective experience of a stimulus, such as how emotionally engaging or memorable it is.

The difference in their effects on attention can be attributed to the underlying cognitive processes involved. Salience captures attention through bottom-up processes, where the stimulus itself drives attention due to its physical properties. In contrast, vividness may influence attention through top-down processes, where the observer's prior experiences, emotions, or goals shape their attention towards a particular stimulus.

Furthermore, salience tends to have a more immediate and automatic impact on attention, as it can capture attention even when the observer is not consciously aware of it. Vividness, on the other hand, may require more cognitive resources and conscious processing to influence attention, as it is more closely tied to the observer's internal state and subjective experience.

In summary, the difference in the effects of salience and vividness on attention can be attributed to the underlying cognitive processes involved, as well as the immediate versus more reflective nature of their impact on attention.