Neural activities in v1 create a bottom-up saliency map.

The bottom-up contribution to the allocation of exogenous attention is a saliency map, whose neural substrate is hard to identify because of possible contamination by top-down signals. We obviated this possibility using stimuli that observers could not perceive, but that nevertheless, through orientation contrast between foreground and background regions, attracted attention to improve a localized visual discrimination. When orientation contrast increased, so did the degree of attraction, and two physiological measures: the amplitude of the earliest (C1) component of the ERP, which is associated with primary visual cortex, and fMRI BOLD signals in areas V1-V4 (but not the intraparietal sulcus). Significantly, across observers, the degree of attraction correlated with the C1 amplitude and just the V1 BOLD signal. These findings strongly support the proposal that a bottom-up saliency map is created in V1, challenging the dominant view that the saliency map is generated in the parietal cortex.