Visual mental imagery of atypical color objects attracts attention to an imagery-matching object.

Mental imagery attracts attention to imagery-matching stimuli. However, it remains unknown whether voluntarily imagined atypical color also attracts attention to a stimulus that matches the imagery when the imagined stimuli are color-diagnostic objects, which are strongly associated with typical color. This study investigated whether people can voluntarily imagine atypical colors of such objects and attend to imagery-matching stimuli. Participants in the imagery group were instructed to imagine an atypical color of the black-white objects according to the instructed color or voluntarily selected color, whereas participants in the control group were instructed to attend to the objects without any instruction of imagery. Thereafter, they detected a color target in a visual search task. Results revealed that participants in the imagery group directed attention to the imagery-matching atypical color, not to the original color of the object in the search. Meanwhile, participants in the control group did not demonstrate any attentional guidance. These results suggest that voluntarily imagining atypical color can attenuate mental representations of the original color imagery and change attention to a stimulus that matches imagery.