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Value associations of irrelevant stimuli can modify rapid visual orienting.
Faculty Publications
  • Helena J.V. Rutherford
  • Jennifer L. O'Brien
  • Jane E. Raymond
SelectedWorks Author Profiles:

Jennifer O'Brien

Document Type
Publication Date
Date Issued
January 2010
Date Available
November 2012
In familiar environments, goal-directed visual behavior is often performed in the presence of objects with strong, but task-irrelevant, reward or punishment associations that are acquired through prior, unrelated experience. In a two-phase experiment, we asked whether such stimuli could affect speeded visual orienting in a classic visual orienting paradigm. First, participants learned to associate faces with monetary gains, losses, or no outcomes. These faces then served as brief, peripheral, uninformative cues in an explicitly unrewarded, unpunished, speeded, target localization task. Cues preceded targets by either 100 or 1,500 msec and appeared at either the same or a different location. Regardless of interval, reward-associated cues slowed responding at cued locations, as compared with equally familiar punishment-associated or no-value cues, and had no effect when targets were presented at uncued locations. This localized effect of reward-associated cues is consistent with adaptive models of inhibition of return and suggests rapid, low-level effects of motivation on visual processing.
Abstract only. Full-text article is available only through licensed access provided by the publisher. Published in Psychonomic Bulletin & Review, 17, 536-542. Members of the USF System may access the full-text of the article through the authenticated link provided. doi:10.3758/PBR.17.4.536
Psychonomic Society, Inc.
Creative Commons License
Creative Commons Attribution-Noncommercial-No Derivative Works 4.0
Citation Information
Rutherford, H. J. V., O'Brien, J. L., & Raymond, J.E. (2010). Value associations of irrelevant stimuli can modify rapid visual orienting. Psychonomic Bulletin & Review, 17, 536-542. doi:10.3758/PBR.17.4.536