When canary primes yellow: effects of semantic memory on overt attention

This study explored how overt attention is influenced by the colour that is primed when a target word is read during a lexical visual search task. Prior studies have shown that attention can be influenced by conceptual or perceptual overlap between a target word and distractor pictures: attention is attracted to pictures that have the same form (rope--snake) or colour (green--frog) as the spoken target word or is drawn to an object from the same category as the spoken target word (trumpet--piano). The hypothesis for this study was that attention should be attracted to words displayed in the colour that is primed by reading a target word (for example, yellow for canary). An experiment was conducted in which participants' eye movements were recorded whilst they completed a lexical visual search task. The primary finding was that participants' eye movements were mainly directed towards words displayed in the colour primed by reading the target word, even though this colour was not relevant to completing the visual search task. This result is discussed in terms of top-down guidance of overt attention in visual search for words.