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Unit II Lesson 7 The ABCs of Sensation What is Sensation? • Process where various forms of outside stimuli become neural signals in the brain – Transduction: • Converting outside stimuli into neural activity – Sensory receptors • Specialized neurons • Stimulated by energy Sensory Thresholds • Weber’s Law: Difference Threshold – Just noticeable difference (jnd) • Smallest difference between two stimuli detectable 50 percent of the time • Absolute Threshold – Lowest level of stimulation energy needed to detect a stimulus 50 percent of the time Subliminal Sensation • Subliminal stimuli – Stimuli below the level of conscious awareness • Strong enough to activate the sensory receptors but not strong enough for conscious awareness • Subliminal perception – Subliminal stimuli act upon the unconscious mind, influencing behavior – Scientific evidence suggests subliminal perception does not work in advertising – We do, however, process stimuli unconsciously Habituation and Sensory Adaptation • Habituation – Lower centers of the brain filter sensory stimulation – "Ignores" or prevents conscious attention to unchanging stimuli • Sensory adaptation – Sensory receptor cells become less responsive unchanging stimulus • Microsaccades – Constant movement of eyes – Prevents sensory adaptation