Roles of familiarity and novelty in visual preference judgments are segregated across object categories

Understanding preference decision making is a challenging problem because the underlying process is often implicit and dependent on context, including past experience. There is evidence for both familiarity and novelty as critical factors for preference in adults and infants. To resolve this puzzling contradiction, we examined the cumulative effects of visual exposure in different object categories, including faces, natural scenes, and geometric figures, in a two-alternative preference task. The results show a clear segregation of preference across object categories, with familiarity preference dominant in faces and novelty preference dominant in natural scenes. No strong bias was observed in geometric figures. The effects were replicated even when images were converted to line drawings, inverted, or presented only briefly, and also when spatial frequency and contour distribution were controlled. The effects of exposure were reset by a blank of 1 wk or 3 wk. Thus, the category-specific segregation of familiarity and novelty preferences is based on quick visual categorization and cannot be caused by the difference in low-level visual features between object categories. Instead, it could be due either to different biological significances/attractiveness criteria across these categories, or to some other factors, such as differences in within-category variance and adaptive tuning of the perceptual system.