Guided search is a mechanism that controls and optimizes the deployment of attention during visual search and allows one to pay attention only to highly relevant items. For instance, when searching for a conjunction of two features, we are able to select a feature-marked subset (e.g., all items...

Consumers often arrive at the point of purchase with a particular product to purchase in mind and must search for this target product in the product display. Drawing on visual crowding theory, we suggest that an individual's ability to find a target product in a display varies according to the...