2 resultados para Brand rivalry

em Massachusetts Institute of Technology


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When stimuli presented to the two eyes differ considerably, stable binocular fusion fails, and the subjective percept alternates between the two monocular images, a phenomenon known as binocular rivalry. The influence of attention over this perceptual switching has long been studied, and although there is evidence that attention can affect the alternation rate, its role in the overall dynamics of the rivalry process remains unclear. The present study investigated the relationship between the attention paid to the rivalry stimulus, and the dynamics of the perceptual alternations. Specifically, the temporal course of binocular rivalry was studied as the subjects performed difficult nonvisual and visual concurrent tasks, directing their attention away from the rivalry stimulus. Periods of complete perceptual dominance were compared for the attended condition, where the subjects reported perceptual changes, and the unattended condition, where one of the simultaneous tasks was performed. During both the attended and unattended conditions, phases of rivalry dominance were obtained by analyzing the subject"s optokinetic nystagmus recorded by an electrooculogram, where the polarity of the nystagmus served as an objective indicator of the perceived direction of motion. In all cases, the presence of a difficult concurrent task had little or no effect on the statistics of the alternations, as judged by two classic tests of rivalry, although the overall alternation rate showed a small but significant increase with the concurrent task. It is concluded that the statistical patterns of rivalry alternations are not governed by attentional shifts or decision-making on the part of the subject.

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Binocular rivalry refers to the alternating perceptions experienced when two dissimilar patterns are stereoscopically viewed. To study the neural mechanism that underlies such competitive interactions, single cells were recorded in the visual areas V1, V2, and V4, while monkeys reported the perceived orientation of rivaling sinusoidal grating patterns. A number of neurons in all areas showed alternating periods of excitation and inhibition that correlated with the perceptual dominance and suppression of the cell"s preferred orientation. The remaining population of cells were not influenced by whether or not the optimal stimulus orientation was perceptually suppressed. Response modulation during rivalry was not correlated with cell attributes such as monocularity, binocularity, or disparity tuning. These results suggest that the awareness of a visual pattern during binocular rivalry arises through interactions between neurons at different levels of visual pathways, and that the site of suppression is unlikely to correspond to a particular visual area, as often hypothesized on the basis of psychophysical observations. The cell-types of modulating neurons and their overwhelming preponderance in higher rather than in early visual areas also suggests -- together with earlier psychophysical evidence -- the possibility of a common mechanism underlying rivalry as well as other bistable percepts, such as those experienced with ambiguous figures.