Colavita dominance effect revisited: the effect of semantic congruity.

To investigate the effect of semantic congruity on audiovisual target responses, participants detected a semantic concept that was embedded in a series of rapidly presented stimuli. The target concept appeared as a picture, an environmental sound, or both; and in bimodal trials, the audiovisual events were either consistent or inconsistent in their representation of a semantic concept. The results showed faster detection latencies to bimodal than to unimodal targets and a higher rate of missed targets when visual distractors were presented together with auditory targets, in comparison to auditory targets presented alone. The findings of Experiment 2 showed a cross-modal asymmetry, such that visual distractors were found to interfere with the accuracy of auditory target detection, but auditory distractors had no effect on either the speed or the accuracy of visual target detection. The biased-competition theory of attention (Desimone & Duncan Annual Review of Neuroscience 18: 1995; Duncan, Humphreys, & Ward Current Opinion in Neurobiology 7: 255-261 1997) was used to explain the findings because, when the saliency of the visual stimuli was reduced by the addition of a noise filter in Experiment 4, visual interference on auditory target detection was diminished. Additionally, the results showed faster and more accurate target detection when semantic concepts were represented in a visual rather than an auditory format.