Looking at anything that is green when hearing "frog": how object surface colour and stored object colour knowledge...

Three eye-tracking experiments investigated the influence of stored colour knowledge, perceived surface colour, and conceptual category of visual objects on language-mediated overt attention. Participants heard spoken target words whose concepts are associated with a diagnostic colour (e.g., "spinach"; spinach is typically green) while their eye movements were monitored to (a) objects associated with a diagnostic colour but presented in black and white (e.g., a black-and-white line drawing of a frog), (b) objects associated with a diagnostic colour but presented in an appropriate but atypical colour (e.g., a colour photograph of a yellow frog), and (c) objects not associated with a diagnostic colour but presented in the diagnostic colour of the target concept (e.g., a green blouse; blouses are not typically green). We observed that colour-mediated shifts in overt attention are primarily due to the perceived surface attributes of the visual objects rather than stored knowledge about the typical colour of the object. In addition our data reveal that conceptual category information is the primary determinant of overt attention if both conceptual category and surface colour competitors are copresent in the visual environment.