Memory color influences conscious object perception.

Can knowledge influence perception? A central case suggesting it can, is evidence showing that knowledge about a color-diagnostic object's typical color can influence its appearance. For example, a gray banana is allegedly perceived with a tint of yellow. However, methodological and conceptual considerations leave it unclear whether the purported "memory color" effect actually reflects changes in perception or changes in judgment and responses instead. Here, we combine memory color with binocular rivalry to test if top-down influences affect the color an object is perceived in. We showed 24 participants familiar objects in their typical and opponent color and asked for concurrent reports of the perceived color. Consistent with Bayesian models of rivalry, we observed that conscious perception of identical spectral color pairs was biased toward the typical color of the presented object. Our results suggest that prior knowledge aids interpretation of ambiguous stimuli and biases conscious perception toward the most plausible interpretation.