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首页> 外文期刊>Journal of vision >The effects of searching for something you love (or hate): Duke and UNC students search for rival team logos.
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The effects of searching for something you love (or hate): Duke and UNC students search for rival team logos.

机译：搜索您喜欢（或讨厌）的东西的影响：Duke和UNC学生搜索竞争对手的团队徽标。

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As the visual world is too complicated to be processed in its entirety, it is important to understand why attention is guided to some aspects of a display, but not others. The study of attentional guidance has typically focused on two distinct classes of mechanisms: stimulus-driven (the physical properties of a visual display) and goal-driven (top-down intentions). However, there are aspects not addressed by this dichotomy (Awh, Belopolsky, & Theeuwes, 2012), and perhaps the most prominent is how an observera??s unique experiences and beliefs influence attentional allocation. Here, we examined "observer-driven" factors in visual search by testing observers from both Duke University and the University of North Carolina (UNC)a??two schools with a long-standing sports rivalry. Participants included in the study were those who self-identified as fans of their own university and as strongly disliking the other university, and the question was whether these affiliations would affect attentional allocation. Participants completed a visual search task wherein they reported the presence or absence of one of three possible targets: the Duke logo, the UNC logo, or a familiar neutral logo (Georgia Tech). This design minimizes stimulus-driven differences as the same physical logos can engender different affective responses depending on the observersa?? affiliations. When searching through arrays of unfamiliar team logos, the Duke and UNC participants were quicker to find both the Duke and UNC logos than the Georgia Tech logo. Moreover, the strength of the observersa?? feelings towards Duke and UNC significantly affected their search efficiencya??more extreme feelings (either positive or negative) produced shallower search slopes. These findings support a role for observer-driven differences in attentional allocation that goes beyond the traditional stimulus-driven versus goal-driven dichotomy.
机译：由于视觉世界过于复杂而无法整体处理，因此重要的是要理解为什么注意力集中在显示器的某些方面，而不是其他方面。注意指导的研究通常集中在两类不同的机制上：刺激驱动（视觉显示的物理属性）和目标驱动（自上而下的意图）。但是，这种二分法并没有解决某些方面（Awh，Belopolsky和Theeuwes，2012年），也许最突出的是观察者的独特经历和信念如何影响注意力分配。在这里，我们通过测试来自杜克大学和北卡罗来纳大学（UNC）的观察员来检查视觉搜索中的“观察者驱动”因素。这项研究包括的参与者是那些自认是自己大学的粉丝并强烈不喜欢另一所大学的人，问题是这些联系是否会影响注意力分配。参与者完成了一项视觉搜索任务，他们报告了三个可能目标之一的存在或不存在：Duke徽标，UNC徽标或熟悉的中性徽标（Georgia Tech）。这种设计最大程度地减少了由刺激引起的差异，因为相同的物理徽标可以根据观察者产生不同的情感反应。隶属关系。在搜索一系列陌生的团队徽标时，与Georgia Tech徽标相比，Duke和UNC参与者可以更快地找到Duke和UNC徽标。此外，观察员的实力？对Duke和UNC的感觉大大影响了他们的搜索效率-更极端的感觉（正面或负面）产生了较浅的搜索斜率。这些发现支持了观察者驱动的注意力分配差异的作用，这种差异超出了传统的刺激驱动的与目标驱动的二分法。

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