Visual attention across cultures: Similarities and differences in child development and maternal attention styles

Previous cross-cultural research has described two different attention styles: a holistic style, characterized by context-sensitive processing, generally associated with interdependent cultural contexts, and an analytic style, a higher focus on salient objects, generally found in independent cultural contexts. Though a general assumption in the field is that attention styles are gradually socialized in culture-specific interactions in childhood, empirical evidence for the proximal mechanisms underlying this development is scarce. This study aimed to document the emergence of cross-cultural differences in attention styles in three cultural contexts differing in social orientations, namely in urban middle-class families from Münster, Germany (i.e., more independent context), and Kyoto, Japan, and Indigenous-heritage families from Cotacachi, Ecuador (i.e., more interdependent contexts). Furthermore, to test the assumption that caregivers' attention guidance is one of the forces driving differential development, we investigated how caregivers guide children's attention. In total, 270 children between 4 and 9 years of age and their mothers participated in three tasks: an eye-tracking task, a picture description task and a forced-choice recognition task. Results indicate a mixed pattern of findings: While some tasks revealed the expected cultural differences, namely a higher object focus in Münster compared to Kyoto and Cotacachi, others did not. Regarding caregivers' attention guidance, we found that mothers in Münster more strongly emphasized the focal object than mothers in Kyoto and Cotacachi. The results are discussed in terms of culture-specific developmental trajectories and the generalizability of attentional processes across tasks and cultural contexts. RESEARCH HIGHLIGHTS: We investigated visual attention styles in 4- to 9-year-old children and their mothers from urban Germany, urban Japan, and rural Ecuador in three different tasks. Special emphasis lied on mothers' verbal attention guidance toward their children as a proximal mechanism underlying the emergence of culture-specific attention styles. Mothers from urban Germany guided their children's attention in more analytic ways than mothers from urban Japan and rural Ecuador. The relevance of verbal attention guidance in the development of culture-specific attention styles has been demonstrated beyond the East-West dichotomy.

ORCA: A picture database of object-scene arrangements for cross-cultural and aging research

In recent years, cross-cultural research on the modulation of basic cognitive processes by culture has intensified - also from an aging perspective. Despite this increased research interest, only a few cross-culturally normed non-verbal stimulus sets are available to support cross-cultural cognitive research in younger and older adults. Here we present the ORCA (Official Rating of Complex Arrangements) picture database, which includes a total of 720 object-scene compositions sorted into 180 quadruples (e.g., two different helmets placed in two different deserts). Each quadruple contains visually and semantically matched pairs of objects and pairs of scenes with varying degrees of semantic fit between objects and scenes. A total of 95 younger and older German and Chinese adults rated every object-scene pair on object familiarity and semantic fit between object and scene. While the ratings were significantly correlated between cultures and age groups, small but significant culture and age differences emerged. Object familiarity was higher for older adults than younger adults and for German participants than for Chinese participants. Semantic fit was rated lower by German older adults and Chinese younger adults as compared to German younger adults and Chinese older adults. Due to the large number of stimuli, our database is particularly well suited for cognitive and neuroscientific research on cross-cultural and age-related differences in perception, attention, and memory.

Background check: cross-cultural differences in the spatial context of comic scenes

Cognitive research points towards cultural differences in the way people perceive and express scenes. Whereas people from Western cultures focus more on focal objects, those from East Asia have been shown to focus on the surrounding context. This paper examines whether these cultural differences are expressed in complex multimodal media such as comics. We compared annotated panels across comics from six countries to examine how backgrounds convey contextual information of scenes in explicit or implicit ways. Compared to Western comics from the United States and Spain, East Asian comics from Japan and China expressed the context of scenes more implicitly. In addition, Nigerian comics moderately emulated American comics in background use, while Russian comics emulated Japanese manga, consistent with their visual styles. The six countries grouped together based on whether they employed more explicit strategies such as detailed, depicted backgrounds, or implicit strategies such as leaving the background empty. These cultural differences in background use can be attributed to both cognitive patterns of attention and comics' graphic styles. Altogether, this study provides support for cultural differences in attention manifesting in visual narratives, and elucidates how spatial relationships are depicted in visual narratives across cultures.

Americans weigh an attended emotion more than Koreans in overall mood judgments

Face ensemble coding is the perceptual ability to create a quick and overall impression of a group of faces, triggering social and behavioral motivations towards other people (approaching friendly people or avoiding an angry mob). Cultural differences in this ability have been reported, such that Easterners are better at face ensemble coding than Westerners are. The underlying mechanism has been attributed to differences in processing styles, with Easterners allocating attention globally, and Westerners focusing on local parts. However, the remaining question is how such default attention mode is influenced by salient information during ensemble perception. We created visual displays that resembled a real-world social setting in which one individual in a crowd of different faces drew the viewer's attention while the viewer judged the overall emotion of the crowd. In each trial, one face in the crowd was highlighted by a salient cue, capturing spatial attention before the participants viewed the entire group. American participants' judgment of group emotion more strongly weighed the attended individual face than Korean participants, suggesting a greater influence of local information on global perception. Our results showed that different attentional modes between cultural groups modulate social-emotional processing underlying people's perceptions and attributions.

Not so different after all? An event-related potential study on item and source memory for object-scene pairs in German and Chinese young adults

In recent years, several cross-cultural studies reported that Westerners focus more on central aspects of a scene (e.g., an object) relative to peripheral aspects (e.g., the background), whereas Easterners more evenly allocate attention to central and peripheral aspects. In memory tasks, Easterners exhibit worse recognition for the central object when peripheral aspects are changed, whereas Westerners are less affected by peripheral changes. However, most of these studies rely on hit rates without correcting for response bias, whereas studies accounting for response bias failed to replicate cultural differences in memory tasks. In this event-related potential (ERP) study, we investigated item and source memory for semantically unrelated object-scene pairs in German and Chinese young adults using memory measures corrected for response bias (i.e., the discrimination index Pr). Both groups completed study-test cycles with either item memory tests or source memory tests. In item memory blocks, participants completed an old/new recognition test for the central object. Source memory blocks entailed an associative recognition test for the association between object and background. Item and source memory were better for intact than for recombined pairs. However, as verified with frequentist and Bayesian analyzes, this context effect was not modulated by culture. The ERP results revealed an old/new effect for the item memory task in both groups which was again not modulated by culture. Our findings suggest that cultural differences in young adults do not manifest in intentional memory tasks probing memory for object-scene pairs without semantic relations when using bias-corrected memory measures.

Do Surrounding People's Emotions Affect Judgment of the Central Person's Emotion? Comparing Within Cultural Variation in Holistic Patterns of Emotion Perception in the Multicultural Canadian Society

Previous studies in cultural psychology have suggested that when assessing a target person's emotion, East Asians are more likely to incorporate the background figure's emotion into the judgment of the target's emotion compared to North Americans. The objective of this study was to further examine cultural variation in emotion perception within a culturally diverse population that is representative of Canada's multicultural society. We aimed to see whether East-Asian Canadians tended to keep holistic tendencies of their heritage culture regarding emotion perception. Participants were presented with 60 cartoon images consisting of a central figure and four surrounding figures and were then asked to rate the central figure's emotion; out of the four cartoon figures, two were female and two were male. Each character was prepared with 5 different emotional settings with corresponding facial expressions including: extremely sad, moderately sad, neutral, moderately happy, and extremely happy. Each central figure was surrounded by a group of 4 background figures. As a group, the background figures either displayed a sad, happy, or neutral expression. The participant's task was to judge the intensity of the central figures' happiness or sadness on a 10-point Likert scale ranging from 0 (not at all) to 9 (extremely). For analysis, we divided the participants into three groups: European Canadians (N = 105), East Asian Canadians' (N = 104) and Non-East Asian/Non-European Canadians (N = 161). The breakdown for the Non-East Asian/Non-European Canadian group is as follows: 94 South Asian Canadians, 25 Middle Eastern Canadians, 23 African Canadians, 9 Indigenous Canadians, and 10 Latin/Central/South American Canadians. Results comparing European Canadians and East Asian Canadians demonstrated cultural variation in emotion judgment, indicating that East Asian Canadians were in general more likely than their European Canadian counterparts to be affected by the background figures' emotion. The study highlights important cultural variations in holistic and analytic patterns of emotional attention in the ethnically diverse Canadian society. We discussed future studies which broaden the scope of research to incorporate a variety of diverse cultural backgrounds outside of the Western educational context to fully comprehend cultural variations in context related attentional patterns.

Context-Sensitivity Influences German and Chinese Preschoolers’ Comprehension of Indirect Communication

Making inferences in communication is a highly context-dependent endeavor. Previous research found cultural variations for context-sensitivity as well as for communication comprehension. However, the relative impact of culture and context-sensitivity on communication comprehension has not been investigated so far. The current study aimed at investigating this interplay and tested 4- and 6-year-old children from Germany ( n = 132) and China ( n = 129). Context-sensitivity was measured with an adapted version of the Ebbinghaus illusion. In this task, children have to discriminate the size of two target circles that only appear to be of similar size due to context circles surrounding the target circles. As expected, performance scores indicated higher degrees of context-sensitivity in Chinese compared to German children and that 6-year-olds were more context-sensitive than 4-year-olds. Further, in an object-choice communication-comprehension task, children watched videos with puppets performing every-day activities (e.g., pet care) and had to choose between two options (e.g., dog or rabbit). A puppet expressed what she wanted either directly (“I want the rabbit”) or indirectly (“I have a carrot”). The children had to choose one option to give to the puppet. In both cultures, 6-year-olds outperformed 4-year-olds and children understood direct communication better than indirect communication. Culture was found to affect children’s processing speed of direct communication. Moreover, culture influenced children’s context-sensitivity while context-sensitivity influenced children’s accuracy in the indirect (but not the direct) communication task. These findings demonstrate that taking context into account is especially important when we are confronted with indirect communication.

Children's scale errors and object processing: Early evidence for cross-cultural differences

Scale errors are observed when young children make mistakes by attempting to put their bodies into miniature versions of everyday objects. Such errors have been argued to arise from children's insufficient integration of size into their object representations. The current study investigated whether Japanese and UK children's (18-24 months old, N = 80) visual exploration in a categorization task related to their scale error production. UK children who showed greater local processing made more scale errors, whereas Japanese children, who overall showed greater global processing, showed no such relationship. These results raise the possibility that children's suppression of scale errors emerges not from attention to size per se, but from a critical integration of global (i.e., size) and local (i.e., object features) information during object processing, and provide evidence that this mechanism differs cross-culturally.

The effect of verbal priming of visual attention styles in 4- to 9-year-old children

The way humans attend to their visual field differs profoundly between individuals. Previous research suggests that people tend to have either an analytic style, with a higher focus on the salient object of a scene, or a holistic style, characterized by higher attention to a scene's contextual information. Although a general assumption in many studies has been that these attention styles are socialized in social interaction during childhood, not much work has focused on the proximal mechanisms underlying this development. This study focuses on language as a potential cultural tool to habitualize ways of perceiving the world and investigates whether the visual attention of 4- to 9-year-old children can be experimentally manipulated via verbal primes that accentuate either analytic or holistic processing. Results indicate that verbal priming is effective in guiding children's gaze behavior in an eye-tracking task and their verbal accounts in a picture description task, but it only influences the way visual scenes are remembered in a forced-choice recognition task after own verbal productions. In concert with previous cross-cultural and correlational studies, these findings provide convergent evidence for the assumption that verbal attention guidance plays an important role in the socialization of attention styles.

Does self-construal shape automatic social attention?

We examined whether activating independent or interdependent self-construal modulates attention shifting in response to group gaze cues. European Canadians (Study 1) and East Asian Canadians (Study 2) primed with independence vs. interdependence completed a multi-gaze cueing task with a central face gazing left or right, flanked by multiple background faces that either matched or mismatched the direction of the foreground gaze. Results showed that European Canadians (Study 1) mostly ignored background gaze cues and were uninfluenced by the self-construal primes. However, East Asian Canadians (Study 2), who have cultural backgrounds relevant to both independence and interdependence, showed different attention patterns by prime: those primed with interdependence were more distracted by mismatched (vs. matched) background gaze cues, whereas there was no change for those primed with independence. These findings suggest activating an interdependent self-construal modulates social attention mechanisms to attend broadly, but only for those who may find these representations meaningful.

Early Learning Environments for the Development of Attention: Maternal Narratives in the United States and Japan

A large body of research has demonstrated cross-cultural differences in visual attention, especially between members of North American societies (e.g., Canada, United States) and East Asian societies (e.g., China, Japan, Korea). Despite an increasing number of studies suggesting an emergence of cross-cultural differences in early childhood, relatively little is known about how these culturally divergent patterns of attention are acquired and maintained. It has been largely assumed that socialization practices, especially parent-child interactions, contribute to the acquisition of cross-cultural differences in attention. By focusing on maternal narratives during the shared reading activity, this study examined the socialization contexts in which mothers direct their infants' attention in the United States (n = 50 dyads) and Japan (n = 53 dyads). Mothers in the United States and Japan read a picture book to their 6- to 18-month-old infants in the lab, and maternal narratives were coded to identify attention to focal objects and social interactions. Infants' sustained attention was also measured during shared reading. The findings demonstrated that during the shared reading activity, U.S. mothers were relatively more likely to focus on the focal objects than the background, whereas Japanese mothers were more likely to refer to the social interactions between focal objects and the background. Infants' age and gender were not related to maternal narratives, and infants' sustained attention was similar across cultures. Findings suggest significant cross-cultural differences in mother-infant interactions, which may act as scaffolds for infants to internalize their parents' cognitive styles.

Social context and culture influence judgments of non-Duchenne smiles

Extant evidence points toward the role of contextual information and related cross-cultural variations in emotion perception, but most of the work to date has focused on judgments of basic emotions. The current research examines how culture and situational context affect the interpretation of emotion displays, i.e. judgments of the extent to which ambiguous smiles communicate happiness versus polite intentions. We hypothesized that smiles associated with contexts implying happiness would be judged as conveying more positive feelings compared to smiles paired with contexts implying politeness or smiles presented without context. In line with existing research on cross-cultural variation in contextual influences, we also expected these effects to be larger in Japan than in the UK. In Study 1, British participants viewed non-Duchenne smiles presented on their own or paired with background scenes implying happiness or the need to be polite. Compared to face-only stimuli, happy contexts made smiles appear more genuine, whereas polite contexts led smiles to be seen as less genuine. Study 2 replicated this result using verbal vignettes, showing a similar pattern of contextual effects among British and Japanese participants. However, while the effects of vignettes describing happy situations was comparable in both cultures, the influence of vignettes describing polite situations was stronger in Japan than the UK. Together, the findings document the importance of context information in judging smile expressions and highlight the need to investigate how culture moderates such influences.

The Development of Context-Sensitive Attention Across Cultures: The Impact of Stimulus Familiarity

Across cultures, there are marked differences in visual attention that gradually develop between 4 and 6 years of age. According to the social orientation hypothesis, people in interdependent cultures should show more pronounced context sensitivity than people in independent cultures. However, according to the differential familiarity hypothesis, the focus on the salient object should also depend on the familiarity of the stimulus; people will focus more on the focal object (i.e., less context sensitivity), if it is a less familiar stimulus. To examine the differences in visual attention between interdependent and independent cultures while taking into account stimulus familiarity, this study used an eye-tracking paradigm to assess visual attention of participants between 4 and 20 years who came from urban middle-class families from Germany (n = 53; independent culture) or from Nso families in a rural area in Cameroon (n = 50; interdependent culture). Each participant saw four sets of stimuli, which varied in terms of their familiarity: (1) standard stimuli, (2) non-semantic stimuli, both more familiar to participants from Germany, (3) culture-specific matched stimuli, and (4) simple stimuli, similarly familiar to the individuals of both cultures. Overall, the findings show that mean differences in visual attention between cultures were highly contingent on the stimuli sets: In support of the social orientation hypothesis, German participants showed a higher object focus for the culture-specific matched stimuli, while there were no cultural differences for the simple set. In support of the differential familiarity hypothesis, the Cameroonian participants showed a higher object focus for the less familiar sets, namely the standard and non-semantic sets. Furthermore, context sensitivity correlated across all the sets. In sum, these findings suggest that the familiarity of a stimulus strongly affects individuals’ visual attention, meaning that stimulus familiarity needs to be considered when investigating culture-specific differences in attentional styles.

Culture and Attention: Future Directions to Expand Research Beyond the Geographical Regions of WEIRD Cultures

Henrich et al. (2010) highlighted the necessity of broadening the range of regions for cross-cultural investigation in their seminal paper "The weirdest people in the world." They criticize the current psychological framework for relying dominantly on American undergraduate students for their participant database, and state that there is a risk associated with investigating human nature by focusing solely on a unique population. This line of research has, over the past 30 years, successfully demonstrated the diversity of human cognition. However, it is true that there are still only a limited number of studies that have extended their geographical regions of research outside of G7 (Canada, France, Germany, Italy, Japan, United Kingdom, and United States) and G20 countries (Argentina, Australia, Brazil, China, India, Indonesia, Mexico, Russia, Saudi Arabia, South Africa, South Korea, Turkey, EU countries, and the above G7 countries). In order to fully examine the issue of culture and cognition, we maintain that the field of psychology must extend its research globally. In this paper, we will briefly discuss the history of cross-cultural research in the 1960s which can be seen as the beginning of addressing the above concerns, and review some contemporary empirical studies which took over their 1960s predecessors' mission. Here we address three strengths of extending the geographical scope to advance cultural psychology. In the second half of the paper, we will introduce our preliminary study conducted in Mongolia as a sample case study to demonstrate a way of administering cultural psychological research outside of the existing research field. We will then discuss implications of this line of research, and provide tips on how to open a new research site.