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A central case suggesting it can, is evidence showing that knowledge about a color-diagnostic object\u2019s typical color can influence its appearance. For example, a gray banana is allegedly perceived with a tint of yellow. However, methodological and conceptual considerations leave it unclear whether the purported \u201cmemory color\u201d effect actually reflects changes in perception or changes in judgment and responses instead. Here, we combine memory color with binocular rivalry to test if top-down influences affect the color an object is perceived in. We showed 24 participants familiar objects in their typical and opponent color and asked for concurrent reports of the perceived color. Consistent with Bayesian models of rivalry, we observed that conscious perception of identical spectral color pairs was biased toward the typical color of the presented object. Our results suggest that prior knowledge aids interpretation of ambiguous stimuli and biases conscious perception toward the most plausible interpretation.<\/jats:p>\n                  <jats:p>Highlights Some objects have strong associations to specific colors (e.g. bananas and yellow), their memory colors. We investigated how memory color influences what stimuli enter visual consciousness. We employed a binocular rivalry paradigm to measure visual consciousness, thereby minimizing the influence of judgment-related response biases on perceptual report. Typically colored objects were more likely to enter consciousness compared to objects in atypical colors. We interpret our findings in relation to Bayesian perception theory and to the debate over cognitive penetrability.<\/jats:p>","DOI":"10.1093\/nc\/niag055","type":"journal-article","created":{"date-parts":[[2026,8,12]],"date-time":"2026-08-12T11:52:52Z","timestamp":1786535572000},"source":"Crossref","is-referenced-by-count":0,"title":["Memory color influences conscious object perception"],"prefix":"10.1093","volume":"2026","author":[{"ORCID":"https:\/\/orcid.org\/0009-0000-8180-1691","authenticated-orcid":false,"given":"Vincent","family":"Plikat","sequence":"first","affiliation":[{"name":"Vision and Cognition Lab., Department of Psychology, University of T\u00fcbingen , Schleichstr. 4, 72076 T\u00fcbingen ,","place":["Germany"]},{"name":"Centre for Integrative Neuroscience , Otfried-M\u00fcller-Str. 25, 72076 T\u00fcbingen ,","place":["Germany"]},{"name":"Max-Planck Institute for Biological Cybernetics , Max-Planck-Ring 8, 72076 Max-Planck-Ring 8, 72076 T\u00fcbingen ,","place":["Germany"]}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-5345-7926","authenticated-orcid":false,"given":"Pablo R","family":"Grassi","sequence":"additional","affiliation":[{"name":"Vision and Cognition Lab., Department of Psychology, University of T\u00fcbingen , Schleichstr. 4, 72076 T\u00fcbingen ,","place":["Germany"]},{"name":"Centre for Integrative Neuroscience , Otfried-M\u00fcller-Str. 25, 72076 T\u00fcbingen ,","place":["Germany"]},{"name":"Max-Planck Institute for Biological Cybernetics , Max-Planck-Ring 8, 72076 Max-Planck-Ring 8, 72076 T\u00fcbingen ,","place":["Germany"]}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-1010-7517","authenticated-orcid":false,"given":"Michael M","family":"Bannert","sequence":"additional","affiliation":[{"name":"Vision and Cognition Lab., Department of Psychology, University of T\u00fcbingen , Schleichstr. 4, 72076 T\u00fcbingen ,","place":["Germany"]},{"name":"Centre for Integrative Neuroscience , Otfried-M\u00fcller-Str. 25, 72076 T\u00fcbingen ,","place":["Germany"]},{"name":"Max-Planck Institute for Biological Cybernetics , Max-Planck-Ring 8, 72076 Max-Planck-Ring 8, 72076 T\u00fcbingen ,","place":["Germany"]}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-4939-7817","authenticated-orcid":false,"given":"Andreas","family":"Bartels","sequence":"additional","affiliation":[{"name":"Vision and Cognition Lab., Department of Psychology, University of T\u00fcbingen , Schleichstr. 4, 72076 T\u00fcbingen ,","place":["Germany"]},{"name":"Centre for Integrative Neuroscience , Otfried-M\u00fcller-Str. 25, 72076 T\u00fcbingen ,","place":["Germany"]},{"name":"Max-Planck Institute for Biological Cybernetics , Max-Planck-Ring 8, 72076 Max-Planck-Ring 8, 72076 T\u00fcbingen ,","place":["Germany"]}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"286","published-online":{"date-parts":[[2026,9,2]]},"reference":[{"key":"2026090215234861500_ref1","doi-asserted-by":"publisher","first-page":"495","DOI":"10.1037\/1528-3542.7.3.495","article-title":"Here is looking at you: emotional faces predominate in binocular rivalry","volume":"7","author":"Alpers","year":"2007","journal-title":"Emotion"},{"key":"2026090215234861500_ref2","doi-asserted-by":"publisher","first-page":"520","DOI":"10.3758\/s13414-014-0793-1","article-title":"Onset rivalry: factors that succeed and fail to bias selection","volume":"77","author":"Attarha","year":"2015","journal-title":"Atten Percept Psychophys"},{"key":"2026090215234861500_ref3","doi-asserted-by":"publisher","first-page":"5436","DOI":"10.1073\/pnas.0812860106","article-title":"Natural images dominate in binocular rivalry","volume":"106","author":"Baker","year":"2009","journal-title":"Proc Natl Acad Sci U S A"},{"key":"2026090215234861500_ref4","doi-asserted-by":"publisher","first-page":"2268","DOI":"10.1016\/j.cub.2013.09.016","article-title":"Decoding the yellow of a gray banana","volume":"23","author":"Bannert","year":"2013","journal-title":"Curr Biol"},{"key":"2026090215234861500_ref5","doi-asserted-by":"publisher","first-page":"13","DOI":"10.1038\/nrn701","article-title":"Visual competition. 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