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People intuitively believe that when they become consciously aware of a visual stimulus, they will be able to remember it and immediately report it. The present study provides a series of striking demonstrations of behavior that is inconsistent with such an intuition. Four experiments showed that in certain conditions, participants could not report an attribute (e.g., letter identity) of a stimulus even when that attribute had been attended and had reached a full state of conscious awareness just prior to being questioned about it. We term this effect attribute amnesia, and it occurs when participants repeatedly locate a target using one attribute and are then unexpectedly asked to report that attribute. This discovery suggests that attention to and awareness of a stimulus attribute are insufficient to ensure its immediate reportability. These results imply that when attention is configured by using an attribute for target selection, that attribute will not necessarily be remembered.
