Novelty competes with saliency for attention

A highly debated question in attention research is to what extent attention is biased by bottom-up factors such as saliency versus top-down factors as governed by the task. Visual search experiments in which participants are briefly familiarized with the task and then see a novel stimulus unannounced and for the first time support yet another factor, showing that novel and surprising features attract attention. In the present study, we tested whether gaze behavior as an indicator for attentional prioritization can be predicted accurately within displays containing both salient and novel stimuli by means of a priority map that assumes novelty as an additional source of activation. To that aim, we conducted a visual search experiment where a color singleton was presented for the first time in the surprise trial and manipulated the color-novelty of the remaining non-singletons between participants. In one group, the singleton was the only novel stimulus (“one-new”), whereas in another group, the non-singleton stimuli were likewise novel (“all-new”). The surprise trial was always target absent and designed such that top-down prioritization of any color was unlikely. The results show that the singleton in the all-new group captured the gaze less strongly, with more early fixations being directed to the novel non-singletons. Overall, the fixation pattern can accurately be explained by noisy priority maps where saliency and novelty compete for gaze control.