Hayward J. Godwin

The impact of Relative Prevalence on dual-target search for threat items from airport X-ray screening

The probability of target presentation in visual search tasks influences target detection performance: this is known as the prevalence effect (Wolfe et al., 2005). Additionally, searching for several targets simultaneously reduces search performance: this is known as the dual-target cost (DTC: Menneer et al., 2007). The interaction between the DTC and prevalence effect was investigated in a single study by presenting one target in dual-target search at a higher level of prevalence than the other target (Target A: 45% Prevalence; Target B: 5% Prevalence). An overall DTC was found for both RTs and response accuracy. Furthermore, there was an effect of target prevalence in dual-target search, suggesting that, when one target is presented at a higher level of prevalence than the other, both the dual-target cost and the prevalence effect contribute to decrements in performance. The implications for airport X-ray screening are discussed.

High or low target prevalence increases the dual-target cost in visual search

Previous studies have demonstrated a dual-target cost in visual search. In the current study, the relationship between search for one and search for two targets was investigated to examine the effects of target prevalence and practice. Color-shape conjunction stimuli were used with response time, accuracy and signal detection measures. Performance was lower in dual-target search compared with the combined performance for two independent single-target searches. The cost in response time slope disappeared with practice, but the cost in accuracy remained. Sensitivity was lower and the decision criterion more conservative in dual-target search than in single-target searches, suggesting that the representation of the target was less effective in dual-target search than in single-target search. Manipulation of target prevalence induced a bias in favor of the more likely correct response: target-present responses were likely under high target prevalence and target-absent responses were likely under low target prevalence. The prevalence effect was greater in dual-target search than single-target search, causing the dual-target cost to be larger under target prevalences that differed from 50%. These findings are important for applied tasks in which targets appear rarely and can differ from each other. For example, the low target prevalence in X-ray security searches may magnify the dual-target cost implicated in previous research with X-ray images (see Menneer, Cave, & Donnelly, 2009). Such a result would increase the need for security personnel to consider alternatives to dual-target search, such as specialization in detecting one target type or training to encourage independent searches for each target.

Dual-target search for high and low prevalence X-ray threat targets

Recent studies have shown that the prevalence of target presentation in visual search has an impact on target detection rates, and also that searching for two targets leads to a decrement in performance (the “dual-target cost”). In the present experiments, we added to previous work that has examined the interaction between the prevalence effect and dual-target cost, and also to previous work that has examined a full range of prevalence levels. We found no interaction between the dual-target cost and prevalence effect, though the response criterion in dual-target search did interact with target prevalence in an unexpected manner. Furthermore, we detected anasymmetry in the prevalence effect: It was more marked for high than low prevalence. Implications for real-world tasks are discussed.

Visual Similarity Is Stronger Than Semantic Similarity in Guiding Visual Search for Numbers

Using a visual search task, we explored how behavior is influenced by both visual and semantic information. We recorded participants’ eye movements as they searched for a single target number in a search array of single-digit numbers (0–9). We examined the probability of fixating the various distractors as a function of two key dimensions: the visual similarity between the target and each distractor, and the semantic similarity (i.e., the numerical distance) between the target and each distractor. Visual similarity estimates were obtained using multidimensional scaling based on the independent observer similarity ratings. A linear mixed-effects model demonstrated that both visual and semantic similarity influenced the probability that distractors would be fixated. However, the visual similarity effect was substantially larger than the semantic similarity effect. We close by discussing the potential value of using this novel methodological approach and the implications for both simple and complex visual search displays.

Perceptual and decisional factors influencing the discrimination of inversion in the Thatcher illusion

The Thatcher illusion (Thompson, 1980) is considered to be a prototypical illustration of the notion that face perception is dependent on configural processes and representations. We explored this idea by examining the relative contributions of perceptual and decisional processes to the ability of observers to identify the orientation of two classes of forms-faces and churches-and a set of their component features. Observers were presented with upright and inverted images of faces and churches in which the components (eyes, mouth, windows, doors) were presented either upright or inverted. Observers first rated the subjective grotesqueness of all of the images and then performed a complete identification task in which they had to identify the orientation of the overall form and the orientation of each of the interior features. Grotesqueness ratings for both classes of image showed the standard modulation of rated grotesqueness as a function of orientation. The complete identification results revealed violations of both perceptual and decisional separability but failed to reveal any violations of within-stimulus (perceptual) independence. In addition, exploration of a simple bivariate Gaussian signal detection model of the relationship between identification performance and judged grotesqueness suggests that within-stimulus violations of perceptual independence on their own are insufficient for producing the illusion. This lack of evidence for within-stimulus configurality suggests the need for a critical reevaluation of the role of configural processing in the Thatcher illusion. (PsycINFO Database Record (c) 2011 APA, all rights reserved).

Perceptual failures in the selection and identification of low-prevalence targets in relative prevalence visual search

Previous research has shown that during visual search tasks target prevalence (the proportion of trials in which a target appears) influences both the probability that a target will be detected, and the speed at which participants will quit searching and provide an ‘absent’ response. When prevalence is low (e.g., target presented on 2 % of trials), participants are less likely to detect the target than when prevalence is higher (e.g., 50 % of trials). In the present set of experiments, we examined perceptual failures to detect low prevalence targets in visual search. We used a relative prevalence search task in order to be able to present an overall 50 % target prevalence and thereby prevent the results being accounted for by early quitting behavior. Participants searched for two targets, one of which appeared on 45 % of trials and another that appeared on 5 % of trials, leaving overall target prevalence at 50 %. In the first experiment, participants searched for two dissimilar targets; in the second experiment, participants searched for two similar targets. Overall, the results supported the notion that a reduction in prevalence primarily influenced perceptual failures of identification, rather than of selection. Together, these experiments add to a growing body of research exploring how and why observers fail to detect low prevalence targets, especially in real-world tasks in which some targets are more likely to appear than others.

Narcissism and consumer behaviour: a review and preliminary findings

We review the literature on the relation between narcissism and consumer behavior. Consumer behavior is sometimes guided by self-related motives (e.g., self-enhancement) rather than by rational economic considerations. Narcissism is a case in point. This personality trait reflects a self-centered, self-aggrandizing, dominant, and manipulative orientation. Narcissists are characterized by exhibitionism and vanity, and they see themselves as superior and entitled. To validate their grandiose self-image, narcissists purchase high-prestige products (i.e., luxurious, exclusive, flashy), show greater interest in the symbolic than utilitarian value of products, and distinguish themselves positively from others via their materialistic possessions. Our review lays the foundation for a novel methodological approach in which we explore how narcissism influences eye movement behavior during consumer decision-making. We conclude with a description of our experimental paradigm and report preliminary results. Our findings will provide insight into the mechanisms underlying narcissists’ conspicuous purchases. They will also likely have implications for theories of personality, consumer behavior, marketing, advertising, and visual cognition.

The effects of increasing target prevalence on information-processing during visual search

The proportion of trials on which a target is presented (referred to as the target prevalence) during visual search influences the probability that the target will be detected. As prevalence increases, participants become biased toward reporting that the target is present. This bias results in an increase in detection rates for the target, coupled with an increased likelihood of making a false alarm. Previous work has demonstrated that, as prevalence increases, participants spend an increasing period of time searching on target-absent trials. The goal of the present study was to determine the information processing during the additional time spent searching on target-absent trials as prevalence increased. We recorded participants’ eye movement behavior as they were engaged in low-prevalence (25% target-present trials), medium-prevalence (50%), or high-prevalence (75%) search. Increased prevalence primarily influenced search by increasing the time spent examining objects in the display, rather than by increasing the proportion of objects examined in each display. In addition, the additional time spent examining objects in high-prevalence target-absent trials was the result of revisiting objects. We discuss the implications of these results in relation to current models of search as well as ongoing efforts to alleviate the prevalence effect.

Search for two categories of target produces fewer fixations to target-color items.

Searching simultaneously for metal threats (guns and knives) and improvised explosive devices (IEDs) in X-ray images is less effective than 2 independent single-target searches, 1 for metal threats and 1 for IEDs. The goals of this study were to (a) replicate this dual-target cost for categorical targets and to determine whether the cost remains when X-ray images overlap, (b) determine the role of attentional guidance in this dual-target cost by measuring eye movements, and (c) determine the effect of practice on guidance. Untrained participants conducted 5,376 trials of visual search of X-ray images, each specializing in single-target search for metal threats, single-target search for IEDs, or dual-target search for both. In dual-target search, only 1 target (metal threat or IED) at most appeared on any 1 trial. Eye movements, response time, and accuracy were compared across single-target and dual-target searches. Results showed a dual-target cost in response time, accuracy, and guidance, with fewer fixations to target-color objects and disproportionately more to non-target-color objects, compared with single-target search. Such reduction in guidance explains why targets are missed in dual-target search, which was particularly noticeable when objects overlapped. After extensive practice, accuracy, response time, and guidance remained better in single-target search than in dual-target search. The results indicate that, when 2 different target representations are required for search, both representations cannot be maintained as accurately as in separate single-target searches. They suggest that baggage X-ray security screeners should specialize in one type of threat, or be trained to conduct 2 independent searches, 1 for each threat item.

Coarse-to-fine eye movement behavior during visual search

It has previously been argued that, during visual search, eye movement behavior is indicative of an underlying scanning “strategy” that starts on a global, or “coarse,” scale but then progressively focuses to a more local, or “fine,” scale. This conclusion is motivated by the finding that, as a trial progresses, fixation durations tend to increase and saccade amplitudes tend to decrease. In the present study, we replicate these effects but offer an alternative explanation for them—that they emerge from a few stochastic factors that control eye movement behavior. We report the results of a simulation supporting this hypothesis and discuss implications for future models of visual search.