A theoretical attempt to revive the serial/parallel-search dichotomy

A core distinction in Anne Treisman's feature-integration theory (FIT) is in that between parallel and serial search. We outline this dichotomy and selectively review the reasons why it has largely been abandoned in the visual-search community-namely, its theoretical dispensability, failure to find reliable yardsticks for differentiating parallel and serial search, and falsification of core predictions. We then go on to introduce a new theoretical framework that, we argue, clears up some of the theoretical confusion by merging FIT with various competing theories. This framework's core feature is the distinction between and characterization of two fundamentally different search modes: one in which attention is guided to a single item via a priority map (priority guidance), and one in which clumps of multiple items are scanned in parallel in a spatially systematic order (clump scanning). Finally, we will elaborate how this new theoretical framework can resolve current controversies in the literature and how it relates to other existing theories. We (somewhat optimistically) believe that the outcome of this theoretical exercise is a unification of theories of visual search that can explain, or at least is consistent with, all phenomena reported in the visual-search literature that have previously been accounted for by various conflicting theories.