Neon lights advertisements are seen everywhere in Hong Kong. How they distract car drivers?

Part 3:

Deutsch and Norman, pertinence model

Broadbent and Treisman agree that the selection of a single channel occurs at an early stage before recognition processes begin, and so their models are called – Early selection models.

On the other hand, Deutsch and Norman pertinence model (elaborated after Deutsch and Deutsch, 1963), argue that information from all channels is transmitted to the semantic analysis recognition stage and just then a selection is made (Late selection model). All stimuli are fully analyzed, being the most important or relevant stimulus determining the response.

The content is analyzed semantically, but the words (e.g.) in the unattended channel cannot access consciousness.  This theory places the stated ‘filter’ in processing much more ahead and near the response end of the processing system.

Consequently, there is a complete perceptual acknowledge and analysis of all stimuli, supposedly with no difference in detection rates between two different messages. Hence, only important inputs can be an object to lead to responses. Selection of all stimulus is ‘top-down’ as opposed to Broadbent’s and Treisman’s models which are known as ‘bottom-up’.

This theory lead to a understanding that if neon advertisement, as strong as it is when analyzed closely, would provoke a tremendous effect on the drivers when in contact with such extreme stimulus at the same time they are processing another tremendous amount of stimulus such as driving demands, making the driver extremely busy in their attention thoughts and proving the theory incongruous to the case.

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