Duncan Guest

The time course of similarity effects in visual search

It is well established that visual search becomes harder when the similarity between target and distractors is increased and the similarity between distractors is decreased. However, in models of visual search, similarity is typically treated as a static, time-invariant property of the relation between objects. Data from other perceptual tasks (e.g., categorization) demonstrate that similarity is dynamic and changes as perceptual information is accumulated (Lamberts, 1998). In three visual search experiments, the time course of target-distractor similarity effects and distractor-distractor similarity effects was examined. A version of the extended generalized context model (EGCM; Lamberts, 1998) provided a good account of the time course of the observed similarity effects, supporting the notion that similarity in search is dynamic. Modeling also indicated that increasing distractor homogeneity influences both perceptual and decision processes by (respectively) increasing the rate at which stimulus features are processed and enabling strategic weighting of stimulus information.

Reduced OSM for long duration targets: individuation or items loaded into VSTM?

Typical studies of object substitution masking (OSM) employ a briefly presented search array. The target item is indicated by a cue/mask that surrounds but does not overlap the target and, compared to a common offset control condition, report of the target is reduced when the mask remains present after target offset. Given how little observers are able to report of item arrays that have been presented for several hundred milliseconds (Wolfe, Reinecke, & Brawn, 2006), it might be expected that OSM would also be found if the search array is presented for an extended period before the target is cued by onset of a mask surrounding it. However, Gellatly, Pilling, Carter, and Guest (2010) reported that under these conditions OSM is greatly reduced. This target duration effect could be due to identity information about the search array having been loaded into VSTM during the precue period. Alternatively, it can be understood in terms of target/mask individuation and the object updating account of OSM (Lleras & Moore, 2003). The present article reports three experiments investigating which of these possibilities provides the better explanation of the effect of target duration on OSM. The results support the individuation hypothesis and, thereby, the object updating account of OSM.

The role of psychological distance in value creation

Purpose – The field of service research has devoted considerable attention to the customer’s role as value creator, but there is a lack of research on understanding customers’ psychological processes in value creation. The purpose of this paper is to highlight the importance of psychological distance in value-creation processes. Psychological distance is the customer’s perceived distance from service interactions in terms of spatial distance, temporal distance, social distance and hypothetical distance. Critically, psychological distance influences cognitive processes and can influence how customers think and feel about the service interaction. An appreciation of psychological distance within service contexts can help managers to tailor the interaction in order to facilitate value creation. Design/methodology/approach – In this conceptual paper, the authors build on psychology research and service research to develop seven propositions that explore how psychological distance can operate within service int...

The effect of spatial competition between object-level representations of target and mask on object substitution masking

One of the processes determining object substitution masking (OSM) is thought to be the spatial competition between independent object file representations of the target and mask (e.g., Kahan & Lichtman, 2006). In a series of experiments, we further examined how OSM is influenced by this spatial competition by manipulating the overlap between the surfaces created by the modal completion of the target (an outline square with a gap in one of its sides) and the mask (a four-dot mask). The results of these experiments demonstrate that increasing the spatial overlap between the surfaces of the target and mask increases OSM. Importantly, this effect is not caused by the mask interfering with the processing of the target features it overlaps. Overall, the data indicate, consistent with Kahan and Lichtman, that OSM can arise through competition between independent target and mask representations.

Why Additional Presentations Help Identify a Stimulus.

Nosofsky (1983) reported that additional stimulus presentations within a trial increase discriminability in absolute identification, suggesting that each presentation creates an independent stimulus representation, but it remains unclear whether exposure duration or the formation of independent representations improves discrimination in such conditions. Experiment 1 replicated Nosofskys result. Experiments 2 (masking the ISI between two-presentations) and 3 (manipulating stimulus duration without changing number of presentations or overall trial duration) ruled out an explanation in terms of extended opportunities for stimulus sampling, from either a sensory buffer during additional ISIs or increased stimulus exposure, respectively. Experiment 4 (comparing two and three-presentations, other factors controlled) provided some limited additional support for Nosofskys original claim that additional stimulus presentations can create either independent or duplicate representations. Experiments 5 and 6 (both manipulating ISI) demonstrated that a key factor in the additional stimulus presentation effect is the overall trial duration. We discuss the results in relation to models of absolute identification, their relative emphasis on stimulus sampling versus response selection, and the mechanisms by which duplicate representations could be created.

Light Video Game Play is Associated with Enhanced Visual Processing of Rapid Serial Visual Presentation Targets

There is mixed evidence that video game players (VGPs) may demonstrate better performance in perceptual and attentional tasks than non-VGPs (NVGPs). The rapid serial visual presentation task is one such case, where observers respond to two successive targets embedded within a stream of serially presented items. We tested light VGPs (LVGPs) and NVGPs on this task. LVGPs were better at correct identification of second targets whether they were also attempting to respond to the first target. This performance benefit seen for LVGPs suggests enhanced visual processing for briefly presented stimuli even with only very moderate game play. Observers were less accurate at discriminating the orientation of a second target within the stream if it occurred shortly after presentation of the first target, that is to say, they were subject to the attentional blink (AB). We find no evidence for any reduction in AB in LVGPs compared with NVGPs.

The prioritization of perceptual processing in categorization

In three experiments, the effects of selective attention on perceptual processes in a complex multidimensional object categorization task were investigated. In each experiment, participants completed a perceptual-matching task to gain estimates of the perceptual salience of each stimulus dimension, then a categorization task using the same stimuli. In Experiments 1 and 2, the perceptual processing of stimulus dimensions was faster when dimensions were more diagnostic of category membership, regardless of their perceptual salience. Experiment 3 demonstrated that this prioritization of perceptual processing was evident even when stimuli were presented in unpredictable locations during categorization, indicating that the physical characteristics of the stimulus guide selective attention to diagnostic stimulus dimensions.

Stochastic accumulation of feature information in perception and memory.

It is now well established that the time course of perceptual processing influences the first second or so of performance in a wide variety of cognitive tasks. Over the last 20 years, there has been a shift from modeling the speed at which a display is processed, to modeling the speed at which different features of the display are perceived and formalizing how this perceptual information is used in decision making. The first of these models (Lamberts, 1995) was implemented to fit the time course of performance in a speeded perceptual categorization task and assumed a simple stochastic accumulation of feature information. Subsequently, similar approaches have been used to model performance in a range of cognitive tasks including identification, absolute identification, perceptual matching, recognition, visual search, and word processing, again assuming a simple stochastic accumulation of feature information from both the stimulus and representations held in memory. These models are typically fit to data from signal-to-respond experiments whereby the effects of stimulus exposure duration on performance are examined, but response times (RTs) and RT distributions have also been modeled. In this article, we review this approach and explore the insights it has provided about the interplay between perceptual processing, memory retrieval, and decision making in a variety of tasks. In so doing, we highlight how such approaches can continue to usefully contribute to our understanding of cognition.

Brand Suicide? Memory and Liking of Negative Brand Names

Negative brand names are surprisingly common in the marketplace (e.g., Poison perfume; Hell pizza, and Monster energy drink), yet their effects on consumer behavior are currently unknown. Three studies investigated the effects of negative brand name valence on brand name memory and liking of a branded product. Study 1 demonstrates that relative to non-negative brand names, negative brand names and their associated logos are better recognised. Studies 2 and 3 demonstrate that negative valence of a brand name tends to have a detrimental influence on product evaluation with evaluations worsening as negative valence increases. However, evaluation is also dependent on brand name arousal, with high arousal brand names resulting in more positive evaluations, such that moderately negative brand names are equally as attractive as some non-negative brand names. Study 3 shows evidence for affective habituation, whereby the effects of negative valence reduce with repeated exposures to some classes of negative brand name.

Modulation of taxonomic (versus thematic) similarity judgments and product choices by inducing local and global processing

ABSTRACT Perceived similarity is influenced by both taxonomic and thematic relations. Assessing taxonomic relations requires comparing individual features of objects whereas assessing thematic relations requires exploring how objects functionally interact. These processes appear to relate to different thinking styles: abstract thinking and a global focus may be required to explore functional interactions whereas attention to detail and a local focus may be required to compare specific features. In four experiments we explored this idea by assessing whether a preference for taxonomic or thematic relations could be created by inducing a local or global perceptual processing style. Experiments 1–3 primed processing style via a perceptual task and used a choice task to examine preference for taxonomic (versus thematic) relations. Experiment 4 induced processing style and examined the effect on similarity ratings for pairs of taxonomic and thematically related items. In all cases processing style influenced preference for taxonomic/thematic relations.