Why culture influences eye movements?

• Author / Creator

  Senzaki, Sawa

• Previous works suggest that North Americans perceive visual information more analytically while East Asians perceive visual information more holistically. However, salient objects are also known to naturally attract human attention. Current studies examined to what extent culture influences visual attention. Study 1 demonstrated that highly salient objects attract passive viewers’ attention similarly across North American and East Asian cultures. In study 2, however, we revealed that such strong tendency for humans can be influenced by culture when people actively engaged in the observation. When participants were asked to report their observation, Canadian participants predominantly reported information regarding focal objects whereas Japanese participants also reported much information regarding contextual features. Consistently, culturally divergent patterns of eye movements were observed. The current study thus indicates that the active involvement in observation is especially important to understand the influence of culture on visual attention.

• Subjects / Keywords

  • Eye movements
  • Visual attention
  • Culture

• Graduation date

  Spring 2011

• Type of Item

  Thesis

• Degree

  Master of Science

• DOI

  https://doi.org/10.7939/R3410F

• License

  This thesis is made available by the University of Alberta Libraries with permission of the copyright owner solely for non-commercial purposes. This thesis, or any portion thereof, may not otherwise be copied or reproduced without the written consent of the copyright owner, except to the extent permitted by Canadian copyright law.