Feedback moderates the effect of prevalence on perceptual decisions

How does the prevalence of a target influence how it is perceived and categorized? A substantial body of work, mostly in visual search, shows that a higher proportion of targets are missed when prevalence is low. This classic low prevalence effect (LPE) involves a shift to a more conservative decision criterion that makes it less likely that observers will call an ambiguous item a target. In contrast, Levari et al. (Science, 360[6396], 1465-1467, 2018) recently reported the opposite effect in a simple categorization task. In their hands, at low prevalence, observers adopted a more liberal criterion, making observers more likely to label ambiguous dots on a blue-purple continuum "blue." They called this "prevalence-induced concept change" (PICC). Here, we report that the presence or absence of feedback is critical. With feedback, observers become more conservative at low prevalence, as in the LPE. Without feedback, they become more liberal, identifying a wider range of stimuli as targets, as in Levari's PICC studies. Stimuli from a shape continuum ranging from rounded ("Bouba") to bumpy ("Kiki") shapes produced similar results. Other variables: response type (2AFC vs. go/no-go), color (blue-purple vs. red-green), and stimuli type (solid color vs. texture) did not influence the criterion shifts. Understanding these effects of prevalence and ways they can be controlled illuminates the context-specific nature of perceptual decisions and may be useful in socially important, low prevalence tasks like cancer screening, airport security, and disease diagnosis in pathology.