American Academy of Pediatric Neuropsychology转发了
?????????? ?????? ???? ?????????? ?? ?????????? ???? ??????????????????! ???? ?????? ???????? ??????????????????, ???????? ???????? ????????... After studying human behavior for more than 25 years, one thing has become crystal clear: ???????????? ?????? ?????????? ???? ?????????? ?????????? ???????? ???????????? ??????'?? ?????????????? ????????. If anything, this works for #attention. In everyday language, we all know what we mean when we say "people pay attention to this" and "they didn't see this text over here." But why this happens, and what underlying mechanisms are at play, most people know little about. The famous author and psychologist William James put this so succinctly in his 1890 book ???????????????????? ???? ????????????????????: "???????????????? ?????????? ???????? ?????????????????? ????. ???? ???? ?????? ???????????? ???????????????????? ???? ?????? ????????, ???? ?????????? ?????? ?????????? ????????, ???? ?????? ?????? ???? ???????? ???????? ?????????????? ???????????????????????????? ???????????????? ?????????????? ???? ???????????? ???? ??????????????. ????????????????????????, ??????????????????????????, ???? ?????????????????????????? ?????? ???? ?????? ??????????????." So, attention is a limited resource, and we prioritize some things at the cost of others. But what can drive this priority in attention? What grabs and sustains attention? Today, we can talk about at least 4 different types of attention: ? ????????????-???? (??????????????????) ??????????????????—This happens when something "stands out" one way or the other, such as a red apple amongst a bunch of green apples. You don't have to think about it, the red apple just "pops out." [Brain regions: thalamus + primary sensory brain regions] ? ??????-???????? ?????????????????? (??????????????????????????)—This is the diametrically opposite type of attention, and a good example is when you are looking for a very specific branded product on a store shelf. It just doesn't "pop out," but you have to actively look for it. [Brain regions: prefrontal brain boosts sensory regions] ? ?????????????????? ??????????????????—Attention can be grabbed and sustained by something that triggers an emotional event. Emotional brain regions activates sensory brain regions to take in more information. Anything from a sudden sound to a beautiful image can grab and sustain attention, respectively. [Brain regions: amygdala boosts primary sensory regions] ? ?????????????????? ??????????????????—When we know something well, we tend to notice it and respond faster. Famous brands are often seen before novel brands (regardless of your preference towards them), and other times novel brands "pop out" because they are unknown. [Brain regions: hippocampus boosts primary sensory regions] So the next time you watch an ad, see a product on a shelf, or use an app, consider what types of attention are engaged! #attention #neuromarketing #neuroscience #consumerpsychology ?