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The MC of a firm:
Perceptual Hypothesis
A proposal predicting how stimuli are organized and interpreted by the brain to form perceptions.
Distal Stimuli
Objects and events in the external world that provide the basis for sensory input.
Proximal Stimuli
The patterns of stimuli from objects and events that actually reach your senses like the light hitting the retina or sound waves hitting the eardrum.
Top-Down Processing
A cognitive process that starts with the brain applying what it knows and what it expects to perceive and interpret sensory information.
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