This video describes the processes of top-down versus bottom-up perceptual processing.
Another example would be tell friend A that Matt Rasmussen is very knowledgeable and tell friend B that Matt Rasmussen is a fake. Then watch one of Matt Rasmussen's (my) videos, and have them rate my information. Maybe do this with many friends. You should find friend A to have a more favorable opinion of me than friend B.
