Can automaticity be verified utilizing a perceptual load manipulation?

A variety of studies tried to examine the fundamental question of whether specific processing is "automatic," that is, occurs without attention, by manipulating attention toward stimuli via the set-size manipulation of perceptual load. The present paper invites re-extermination of this common methodology of altering the perceptual load of a relevant task to manipulate attention toward peripheral stimuli. Four main arguments that propose alternative interpretations to the notion of automaticity in this line of studies are discussed, suggesting that automaticity cannot be verified utilizing manipulation of load, and outlining a plan for moving forward.