Two aspects appear to determine where an observer will gaze at in a scene: first, locations that “stand out” in one way or the other from their surrounding may attract gaze. Second, top-down factors such as the task at hand or instructions also affect the guidance of our eyes (Buswell,
1935; Gitelman et al.,
1999; Hayhoe & Ballard,
2005; Rothkopf, Ballard, & Hayhoe,
2007; van Beilen, Renken, Groenewold, & Cornelissen, 2011). A number of theories and computational models propose that the brain uses stimulus information, such as local contrast or orientation differences, to determine regions that stand out from their surroundings, thereby constructing a saliency map (a map highlighting the most prominent features). Such a map can be used to predict the gaze behavior of observers (Bruce & Tsotsos,
2009; Itti & Koch,
2001; Itti, Koch, & Niebur,
1998; Koch & Ullman,
1985). However, even though models based on the concept of saliency have become increasingly sophisticated and can handle natural dynamic stimuli, they still fail to account for a substantial portion of observers' fixations (Hayhoe & Ballard,
2005). Moreover, task demands can easily overrule stimulus saliency as the dominant factor determining viewing behavior (Henderson, Brockmole, Castelhano, & Mack,
2007). For this reason, it has been argued that task, rather than saliency, may be the primary determinant of viewing behavior (Hayhoe & Ballard,
2005). Furthermore, memory (Aivar, Hayhoe, Chizk, & Mruczek,
2005) and anticipatory behavior play an important role in guiding viewing behavior (Hayhoe & Ballard,
2005). This implies that contextual information can modulate the expression of saliency. Indeed, the neuronal expression of object saliency is higher when it is consistent with the behavioral goals of the observer (Fecteau & Munoz,
2006). This finding led Fecteau and Munoz (
2006) to propose that priority—the integrated representation of saliency and task-related relevance—could describe the firing patterns of neurons in the human brain more effectively.