ANALYSIS: A perceptual set is a mental predisposition to perceive one thing and not another (can influence what we hear / taste / feel / see). In this commercial, Sam Elliott is a cowboy and he recites lyrics from a popular song “Old Town Road”. People who had already heard the song could hear it as lyrics, but people without prior knowledge would just hear it as an old Western monologue. 

Context effects are aspects of cognitive psychology that describe the influence of environmental factors on someone's perception of a stimulus. The brain can work backward to allow a later stimulus to determine how we perceive an earlier one. 

 For example, people expected the commercial to be primarily about the chips because that’s how they usually market, however the “old western” scene had nothing to do with doritos. 

Priming is the activation, often unconsciously, of certain associations, thus predisposing one’s perception, memory, or response. For example, someone may have not associated humor with doritos, but because the commercial was intended to be funny they can associate the two afterwards.

Motivation is a need or desire that directs and energizes behavior. People may be motivated by hunger, so when they see the commercial for Doritos, they may feel hungry and crave Doritos. They also used a famous actor, so people may be motivated to be cool like the actor and eat doritos.

Emotion is a response of the whole organism involving physiological arousal, expressive behaviors, and conscious experience. The video is supposed to be humorous, so this may appeal to people’s emotions by putting them in a good mood / making them smile or laugh, thus making them more interested in Doritos.