Only your eyes tell me what you like: Exploring the liking effect induced by other's gaze

I prefer what you can see: The role of visual perspective-taking on the gaze-liking effect

Individuals' gaze on an object usually leads others to prefer that object, which is called the gaze-liking effect. However, it is still unclear whether this effect is driven by social factors (i.e., visual perspective-taking) or the domain-general processing (i.e., attention cueing). This research explored the mechanism of the gaze-liking effect by manipulating the objects' visibility to an avatar in six online one-shot experiments. The results showed that participants' affective evaluation for the object was modulated by the avatar's visual perspective. Specifically, the visible object to the avatar received a higher rating of liking degree. However, when the avatar was replaced with a non-social stimulus, the experimental effect was absent. Furthermore, the gaze-liking effect was robust while controlling for confounding factors such as the distance between the object and the avatar or type of stimuli. These findings provided convincing evidence that the gaze-liking effect involves a process of the other's visual experience and is not merely a by-product of the gaze-cueing effect.

Reversing the reversed congruency effect: directional salience overrides social significance in a spatial Stroop task

In a spatial Stroop task, eye-gaze targets produce a reversed congruency effect (RCE) with faster responses when gaze direction and location are incongruent than congruent. On the other hand, non-social directional targets (e.g., arrows) elicit a spatial Stroop effect (SSE). The present study examined whether other social stimuli, such as head orientation, trigger the RCE. Participants judged the target direction of the head or the gaze while ignoring its location. While the gaze target replicated the RCE, the head target produced the SSE. Moreover, the head target facilitated the overall responses relative to the gaze target. These results suggest that the head, a salient directional feature, overrides the social significance. The RCE may be specific to gaze stimuli, not to social stimuli in general. The head and gaze information differentially affect our attentional mechanisms and enable us to bring about smooth social interactions.

Gaze-Triggered Communicative Intention Compresses Perceived Temporal Duration

Eye gaze communicates a person's attentional state and intentions toward objects. Here we demonstrate that this important social signal has the potential to distort time perception of gazed-at objects (N = 70 adults). By using a novel gaze-associated learning paradigm combined with the time-discrimination task, we showed that objects previously associated with others' eye gaze were perceived as significantly shorter in duration than the nonassociated counterparts. The time-compression effect cannot be attributed to general attention allocation because it disappeared when objects were associated with nonsocial attention cues (i.e., arrows). Critically, this effect correlated with observers' autistic traits and vanished when the gazing agent's line of sight was blocked by barriers, reflecting the key role of intention processing triggered by gaze in modulating time perception. Our findings support the existence of a special mechanism tuned to social cues, which can shape our perception of the outer world in time domains.

Determinants and modulators of human social decisions

Social decision making is a highly complex process that involves diverse cognitive mechanisms, and it is driven by the precise processing of information from both the environment and from the internal state. On the one hand, successful social decisions require close monitoring of others' behavior, in order to track their intentions; this can guide not only decisions involving other people, but also one's own choices and preferences. On the other hand, internal states such as own reward or changes in hormonal and neurotransmitter states shape social decisions and their underlying neural function. Here, we review the current literature on modulators and determinants of human social decisions.

Biological motion and animacy belief induce similar effects on involuntary shifts of attention

Biological motion is salient to the human visual and motor systems and may be intrinsic to the perception of animacy. Evidence for the salience of visual stimuli moving with trajectories consistent with biological motion comes from studies showing that such stimuli can trigger shifts of attention in the direction of that motion. The present study was conducted to determine whether or not top-down beliefs about animacy can modify the salience of a nonbiologically moving stimulus to the visuomotor system. A nonpredictive cuing task was used in which a white dot moved from a central location toward a left- or right-sided target placeholder. The target randomly appeared at either location 200, 600, or 1,300 ms after the motion onset. Five groups of participants experienced different stimulus conditions: (1) biological motion, (2) inverted biological motion, (3) nonbiological motion, (4) animacy belief (paired with nonbiological motion), and (5) computer-generated belief (paired with nonbiological motion). Analysis of response times revealed that the motion in the biological motion and animacy belief groups, but not in the inverted and nonbiological motion groups, affected processing of the target information. These findings indicate that biological motion is salient to the visual system and that top-down beliefs regarding the animacy of the stimulus can tune the visual and motor systems to increase the salience of nonbiological motion.

The influence of gaze direction on food preferences

In our information-rich environment, the gaze direction of another indicates their current focus of attention. Following the gaze of another, results in gaze-evoked shifts in joint attention, a phenomenon critical for the functioning of social cognition. Previous research in joint attention has shown that objects that are attended by another are more liked than ignored objects. Here, we investigated this effect of gaze-cueing on participants' preferences for unknown food items. Participants provided their willingness to pay (WTP), taste and health preferences for food items before and after a standard gaze-cueing paradigm. We observed a significant effect of gaze-cueing on participants' WTP bids. Specifically, participants were willing to pay more money for the food items that were looked at by another person. In contrast, there was a decrease in preference for the food items that were ignored by another person. Interestingly, this increase in WTP occurred without participants' awareness of the contingency between the cue and target. These results highlight the influence of social information on human choice behavior and lay the foundation for experiments in neuromarketing and consumer decision making.

A closer look at the size of the gaze-liking effect: a preregistered replication

This study is a direct replication of gaze-liking effect using the same design, stimuli and procedure. The gaze-liking effect describes the tendency for people to rate objects as more likeable when they have recently seen a person repeatedly gaze toward rather than away from the object. However, as subsequent studies show considerable variability in the size of this effect, we sampled a larger number of participants (N = 98) than the original study (N = 24) to gain a more precise estimate of the gaze-liking effect size. Our results indicate a much smaller standardised effect size (d_z= 0.02) than that of the original study (d_z = 0.94). Our smaller effect size was not due to general insensitivity to eye-gaze effects because the same sample showed a clear (d_z = 1.09) gaze-cuing effect - faster reaction times when eyes looked toward vs away from target objects. We discuss the implications of our findings for future studies wishing to study the gaze-liking effect.

Investigating gaze processing in euthymic bipolar disorder: Impaired ability to infer mental state and intention, but preservation of social attentional orienting

Euthymic bipolar disorder (BD) has been associated with subtle impairment in face processing. However, it is not known whether their difficulties extend to the processing of gaze. In the present study, two tasks, both of which rely on the ability to make use of the eye region of a pictured face, were used: the Reading the Mind in the Eyes test and the Eye-gaze cueing task. Compared to healthy controls, BD patients were impaired at judging mental state from images of the face but showed normal susceptibility to the direction of gaze as an attentional cue. These findings suggest that BD patients present selective gaze processing impairment, limited to the sensitivity to intention and emotion. This impairment could account at least partially for the higher levels of interpersonal problems generally observed in BD.

Investigating the Effect of Gaze Cues and Emotional Expressions on the Affective Evaluations of Unfamiliar Faces

People look at what they are interested in, and their emotional expressions tend to indicate how they feel about the objects at which they look. The combination of gaze direction and emotional expression can therefore convey important information about people’s evaluations of the objects in their environment, and can even influence the subsequent evaluations of those objects by a third party, a phenomenon known as the emotional gaze effect. The present study extended research into the effect of emotional gaze cues by investigating whether they affect evaluations of the most important aspect of our social environment–other people–and whether the presence of multiple gaze cues enhances this effect. Over four experiments, a factorial within-subjects design employing both null hypothesis significance testing and a Bayesian statistical analysis replicated previous work showing an emotional gaze effect for objects, but found strong evidence that emotional gaze cues do not affect evaluations of other people, and that multiple, simultaneously presented gaze cues do not enhance the emotional gaze effect for either the evaluations of objects or of people. Overall, our results suggest that emotional gaze cues have a relatively weak influence on affective evaluations, especially of those aspects of our environment that automatically elicit affectively valenced reactions, including other humans.