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[3]Macmillan, N. A., & Creelman, C. D. (2005). Detection theory: A user’s guide (2nd ed). Mahwah, NJ: Lawrence Erlbaum Associates; Wickens, T. D. (2002). Elementary signal detection theory. New York, NY: Oxford University Press.

[4]Dijksterhuis, A. (2010). Automaticity and the unconscious. In S. T. Fiske, D. T. Gilbert, & G. Lindzey (Eds.), Handbook of social psychology (5th ed., Vol. 1, pp. 228–267). Hoboken, NJ: John Wiley & Sons.

[5]Karremans, J. C., Stroebe, W., & Claus, J. (2006). Beyond Vicary’s fantasies: The impact of subliminal priming and brand choice. Journal of Experimental Social Psychology, 42(6), 792–798.

[6]Trappey, C. (1996). A meta-analysis of consumer choice and subliminal advertising.Psychology and Marketing, 13, 517–530.

[7]Saegert, J. (1987). Why marketing should quit giving subliminal advertising the benefit of the doubt. Psychology and Marketing, 4(2), 107–120.

[8]Harris, J. L., Bargh, J. A., & Brownell, K. D. (2009). Priming effects of television food advertising on eating behavior. Health Psychology, 28(4), 404–413.

[9]Weiskrantz, L. (1997). Consciousness lost and found: A neuropsychological exploration.New York, NY: Oxford University Press.

4.2 Seeing

L E A R N I N G O B J E C T I V E S

1.Identify the key structures of the eye and the role they play in vision.

2.Summarize how the eye and the visual cortex work together to sense and perceive the visual stimuli in the environment, including processing colors, shape, depth, and motion.

Whereas other animals rely primarily on hearing, smell, or touch to understand the world around them, human beings rely in large part on vision. A large part of our cerebral cortex is devoted to seeing, and we have substantial visual skills. Seeing begins when light falls on the eyes, initiating the process of transduction. Once this visual information reaches the visual cortex, it is processed by a variety of neurons that detect colors, shapes, and motion, and that create meaningful perceptions out of the incoming stimuli.

The air around us is filled with a sea of electromagnetic energy; pulses of energy waves that can carry information from place to place. As you can see in Figure 4.6 "The Electromagnetic Spectrum", electromagnetic waves vary in their wavelengththe distance between one wave peak and the next wave peak, with the shortest gamma waves being only a fraction of a

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