Perception is often biased by secondary stimulus attributes (e.g., stimulus noise, attention, or spatial context). A correct quantitative characterization of perceptual bias is essential for testing hypotheses about the underlying perceptual mechanisms and computations. We demonstrate that the standard two-alternative forced choice (2AFC) method can lead to incorrect estimates of perceptual bia...

the purpose of this study has been concretized in terms of impact of mobileadvertising on the purchase decision of the consumer and aimed to answer toresearch questions: which is the underlying structure of criteria in mobileadvertising? and which criteria are important for consumers in evaluatingmobile advertising? a sample of consumers in taiwan was surveyed and usingfuzzy judgment to determi...

We present a new model for the general study of how the truth and biases affect human judgment. In the truth and bias model, judgments about the world are pulled by 2 primary forces, the truth force and the bias force, and these 2 forces are interrelated. The truth and bias model differentiates force and value, where the force is the strength of the attraction and the value is the location towa...

Whether attention modulates the appearance of stimulus features is debated. Whereas many previous studies using a comparative judgment have found evidence for such an effect, two recent studies using an equality judgment have not. Critically, these studies have relied on the assumption that the equality paradigm yields bias-free PSE estimates and is as sensitive as the comparative judgment, wit...

Whether attention modulates the appearance of stimulus features is debated. Whereas many previous studies using a comparative judgment have found evidence for such an effect, two recent studies using an equality judgment have not. Critically, these studies have relied on the assumption that the equality paradigm yields bias-free PSE estimates and is as sensitive as the comparative judgment, wit...

The flash-lag effect refers to the phenomenon in which a flash adjacent to a continuously moving object is perceived to lag behind it. Phenomenally, the flash appears to be spatially shifted relative to the moving stimulus, and the amount of lag has often been quantified as the flash's nulling position, which is the physical spatial offset needed to establish perceptual alignment. The present s...