The face inversion effect in opponent-stimulus rivalry.

The face inversion effect is regarded as a hallmark of face-specific processing, and can be observed in a large variety of visual tasks. Face inversion effects are also reported in binocular rivalry. However, it is unclear whether these effects are face-specific, and distinct from the general tendency of visual awareness to privilege upright objects. We studied continuous rivalry across more than 600 dominance epochs for each observer, having faces and houses rival against their inverted counterparts, and letting faces rival against houses in both upright and inverted orientation. We found strong inversion effects for faces and houses in both the frequency of dominance epochs and their duration. Inversion effects for faces, however, were substantially larger, reaching a 70:30 distribution of dominance times for upright versus inverted faces, while a 60:40 distribution was obtained for upright versus inverted houses. Inversion effects for faces reached a Cohen's d of 0.85, compared to a value of 0.33 for houses. Dominance times for rivalry of faces against houses had a 60:40 distribution in favor of faces, independent of the orientation of the objects. These results confirm the general tendency of visual awareness to prefer upright objects, and demonstrate the outstanding role of faces. Since effect size measures clearly distinguish face stimuli in opponent-stimulus rivalry, the method is highly recommended for testing the effects of face manipulations against non-face reference objects.