Books > Science & Mathematics > Biology, life sciences > Life sciences: general issues > Neurosciences
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How Attention Works - Finding Your Way in a World Full of Distraction (Hardcover)
Loot Price: R453
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How Attention Works - Finding Your Way in a World Full of Distraction (Hardcover)
Series: The MIT Press
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List price R691
Loot Price R453
Discovery Miles 4 530
You Save R238 (34%)
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How we filter out what is irrelevant so we can focus on what we
need to know. We are surrounded by a world rich with visual
information, but we pay attention to very little of it, filtering
out what is irrelevant so we can focus on what we think we need to
know. Advertisers, web designers, and other "attention architects"
try hard to get our attention, promoting products with videos on
huge outdoor screens, adding flashing banners to websites, and
developing computer programs with blinking icons that tempt us to
click. Often they succeed in distracting us from what we are
supposed to be doing. In HowAttention Works, Stefan Van der
Stigchel explains the process of attention and what the
implications are for our everyday lives. The visual attention
system is efficient, Van der Stigchel writes, because it doesn't
waste energy processing every scrap of visual data it receives; it
gathers only relevant information. We focus on one snippet of
information and assume that everything else is stable and
consistent with past experience; that's why most people miss even
the most glaring continuity errors in films. If an object doesn't
meet our expectations, chances are we won't see it. Van der
Stigchel makes his case with examples from real life, explaining,
among other things, the limitations of color perception (and why
fire trucks shouldn't be red); the importance of location (security
guards and radiologists, for example, have to know where to look);
the attention-getting properties of faces and spiders; what we can
learn from someone else's eye movements; why we see what we expect
to see (magicians take advantage of this); and visual neglect and
unattended information.
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