Notwithstanding strong empirical evidence that attention affects performance on visual tasks and considerable advances in our understanding of visual attention and its underlying mechanisms (Baldassi, Burr, Carrasco, Eckstein, & Verghese,
2004; Itti, Rees, & Tsotsos,
2005), the issue as to whether and how attention affects appearance has not been investigated systematically until recently (e.g., Carrasco, Ling, & Read,
2004; Gobell & Carrasco,
2005; Prinzmetal, Amiri, Allen, & Edwards,
1998; Tsal & Shalev,
1996; Tsal, Shalev, Zakay, & Lubow,
1994; Tse,
2005). This discrepancy may be ascribed to the difficulty of testing and objectively quantifying the subjective experience of perceived stimuli and a possible change in such experience with attention (e.g., James,
1890/1950; Luck,
2004). The phenomenology of selective attention has been a subject of debate among pioneer investigators in experimental psychology and psychophysics such as Mach, Fechner, von Helmholtz, Wundt, and James (for a review of such debate, see James,
1890/1950; Wundt,
1902). Much of this early work was introspective in character, and often, opposite conclusions were drawn from such subjective method of investigation. James (
1890/1950) describes the disagreement among investigators about whether attention increases the perceived intensity of a stimulus and concludes: “The subject is one which would well repay exact experiment, if methods could be devised” (p. 426).