Cognitive Theory

Cognitive Theory

Author: Maria Tucker

In this lesson you will learn about the mechanisms of cognitive theory, a perceptual theory of communications.

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Notes on "Cognitive Theory"


Image of Wrigley Field, Public Domain

Image of High Five, Public Domain

Image of Frown, Public Domain

Image of Diamond Ring, Public Domain

Image of World Series Ring, Public Domain

Image of baby, Public Domain

Image of shopping cart, Public Domain

Image of kids on playground, Public Domain

Image of Engagement Ring, Public Domain

  • Cognitive Theory

    A theory which states that a viewer actively arrives at a conclusion through a series of many mental processes.

  • Memory

    Images are interpreted by the viewer's recall of all images ever seen.

  • Projection

    The viewer projects meaning based on mental state and personal interpretation.

  • Expectation

    The viewer has preconceived notions sometimes leading to false perceptions.

  • Selectivity

    The viewer filters out irrelevant detail and only focuses on what is relevant at the time.

  • Habituation

    The viewer ignores the familiar to protect from overstimulation.

  • Salience

    The viewer gives notice to that which has meaning to them.