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Objective and Subjective Factors That Determine our Attention!
It is true that the attention is a selective activity and volition of our mind is very important to determine our attention. But despite this, there are some factors in the objects as well as in the individual himself which can influence our attention.
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These factors which determine our attention are divided into two types:
(a) Objective factors and
(b) Subjective factors,
1. Objective Factors:
These factors pertain to particular aspects of objects which are inherent in objects.
a. Movement:
A moving object draws our attention more easily than a stationary object. For example, flickering lights draw our attention than non-flickering lights. A moving vehicle draws our attention more than a stationed vehicle.
b. Intensity:
More intense light, sound or smell draws our attention more easily than less intense one. For example, a high voltage bulb will be observed quicker than low voltage bulb, very bright colour than dim colour, or a very loud sound than a normal sound.
c. Novelty:
New kinds of objects draw our attention quickly. Advertising agencies adopt this technique very effectively. For example, latest fashion dress, shoes, pen, etc.
d. Size:
A bigger or a smaller object draws the attention of people very easily than average level size of any object, For example, a 7′ taller man, a 2′ dwarf, a very fat man, a very huge multistoried building can draw our attention quickly.
e. Change:
A change in our environment draws our attention quickly. For example, regular sound of a moving clock does not draw our attention, but the movement it stops, our attention is diverted.
A show piece placed in a new place, a radio playing a song stops due to electricity failure draws our attention.
f. Repetition:
When a stimulus is presented repeatedly our attention is diverted, For example, repeated horn of a fire brigade or ambulance.
g. Clarity:
An object or sound which can be experienced clearly draws our attention than the stimuli which are not clear. For example, during night times stars and planets which are seen clearly draw our attention.
h. Colours:
Colourful objects draw our attention more easily than black or white objects.
i. Contrast:
An object that is strikingly different from its background draws our attention. For example, a black spot on a white shirt
2. Subjective Factors:
These factors refer to individuals. These are inherent in people. There are many subjective factors which determine our attention.
They are:
a. Interest:
Objects of our interest draw our attention immediately. For example, while moving on a road a sportsman is attracted towards the shop where sports materials are placed. A person who is interested in a particular singer will immediately divert his attention the moment he listens his voice.
b. Motives:
Motives are powerful forces which make us to divert our attention. For example, a hotel will draw the attention of a hungry person because he has a drive for food.
c. Mental set:
Our set or readiness of mind is very important in attending to any stimulus. For example, when a person is in fantasy he may not listen to any call. On the other hand, if he is waiting for a phone call eagerly, he will listen to that immediately.
d. Emotional state:
Attention is disturbed during emotional state. It also affects our perception. For example, when a person is highly excited due to fear, he may not listen or understand what others say.
e. Habits:
Our attention is diverted automatically towards the things to which we are habituated. For example, a smoker remembers smoking even if he is otherwise busy in some work. A person habituated to take food at a particular time remembers food at correct time. Attention of a nurse is automatically diverted towards a serious patient.