Studying visual search using systems factorial methodology with target—distractor similarity as the factor

Systems factorial technology (SFT) is a theory-driven set of methodologies oriented toward identification of basic mechanisms, such as parallel versus serial processing, of perception and cognition. Studies employing SFT in visual search with small display sizes have repeatedly shown decisive evidence for parallel processing. The first strong evidence for serial processing was recently found in short-term memory search, using target-distractor (T-D) similarity as a key experimental variable (Townsend & Fifić, 2004). One of the major goals of the present study was to employ T-D similarity in visual search to learn whether this mode of manipulating processing speed would affect the parallel versus serial issue in that domain. The result was a surprising and regular departure from ordinary parallel or serial processing. The most plausible account at present relies on the notion of positively interacting parallel channels.