Cultural adaptation of visual attention: calibration of the oculomotor control system in accordance with cultural scenes.

Abstract

Previous studies have found that Westerners are more likely than East Asians to attend to central objects (i.e., analytic attention), whereas East Asians are more likely than Westerners to focus on background objects or context (i.e., holistic attention). Recently, it has been proposed that the physical environment of a given culture influences the cultural form of scene cognition, although the underlying mechanism is yet unclear. This study examined whether the physical environment influences oculomotor control. Participants saw culturally neutral stimuli (e.g., a dog in a park) as a baseline, followed by Japanese or United States scenes, and finally culturally neutral stimuli again. The results showed that participants primed with Japanese scenes were more likely to move their eyes within a broader area and they were less likely to fixate on central objects compared with the baseline, whereas there were no significant differences in the eye movements of participants primed with American scenes. These results suggest that culturally specific patterns in eye movements are partly caused by the physical environment.