C. Motives . Motives also play a role in attention. If you are riding in a car adn are hungry, you wil notice restaurants and billboards picturing food. If you are running low on gas, your attention will shift to gas stations. Advertisers, of course, know that their pitch will be more effective if it gets your attention.
Ads are therefore loud, repetitious, and intentionally irritating.
In addition to directing attention, motives may alter what is perceived. And, an emotional stimulus can shift attention away from other information. D. Perceptual Expectancies . Perception seems to proceed in two major ways. The reverse also seems to occur.