Perceptual consequence of normalization revealed by a novel brightness induction

•Brightness of an object can be altered by motion in context.•Normalization in cortical level explains the brightness shift by motion in context.•Appearance of both stationary and moving objects was shifted by motion.

The human brain is renowned for its dynamic regulation of sensory inputs, which enables our brain to operate under an enormous range of physical energy with sensory neurons whose processing range is limited. Here we present a novel and strong brightness induction that reflects neural mechanisms underlying this dynamic regulation of sensory inputs. When physically identical, stationary and moving objects are viewed simultaneously, the stationary and moving objects appear largely different. Experiments reveal that normalization at multiple stages of visual processing provides a plausible account for the large shifts in perceptual experiences, observed in both the stationary and the moving objects. This novel brightness induction suggests that brightness of an object is influenced not only by variations in surrounding light (i.e. simultaneous contrast) but also by dynamically changing neural responses associated with stimulus motion.