Like computers, we undergo stages of information processing in which we input and store stimuli. Unlike computers, though, we do not passively process whatever information happens to be present. In the first place, we notice only at very small number of the stimuli in our environment, simply because there are so many different ones out there vying for our attention. Of those we do notice, we attend to an even smaller number-and we might not process the stimuli that do enter consciousness objectively. Each individual interprets the meaning of a stimulus in a manner consistent with his or her own unique biases, needs, and experiences. As Figure 2.1