The Gaze-Cueing Effect in the United States and Japan: Influence of Cultural Differences in Cognitive Strategies on Control of Attention

Social excluder's face reduces gaze-triggered attention orienting

Social ostracism, a negative affective experience in interpersonal interactions, is thought to modulate the gaze-cueing effect (GCE). However, it is unclear whether the impact of social exclusion on the GCE is related to the identity of the cueing face. Therefore, the present study employed a two-phase paradigm to address this issue. In the first phase, two groups of participants were instructed to complete a Cyberball game with two virtual avatars to establish a binding relationship between a specific face's identity and the emotions of social exclusion or inclusion. In the second phase, these two virtual avatars (exclusion faces/inclusion faces) and two new faces (control faces) were used as cueing faces in the gaze-cueing task. The results found that, for the exclusion group, the magnitudes of the GCEs for the exclusion and exclusion-control faces were similar in the 200 ms stimulus onset asynchrony (SOA) condition, while the exclusion face's GCE was significantly smaller than that of the exclusion-control face in the 700 ms SOA condition. In contrast, for the inclusion group, the GCEs for inclusion and inclusion-control faces in both the 200 ms SOA and 700 ms SOA conditions did not significantly differ. This study reveals that the effect of social exclusion on the GCE is related to the identity of the cueing face, with individuals more reluctant to follow the gaze direction of excluder and shift their attention and provides experimental evidence that the perception of higher social relations can exert a top-down impact on the processing of social spatial cues.

The Effect of Trust on Gaze-Mediated Attentional Orienting

The last two decades have witnessed growing interest in the study of social cognition and its multiple facets, including trust. Interpersonal trust is generally understood as the belief that others are not likely to harm you. When meeting strangers, judgments of trustworthiness are mostly based on fast evaluation of facial appearance, unless information about past behavior is available. In the past decade, studies have tried to understand the complex relationship between trust and gaze-cueing of attention (GCA) (i.e., attentional orienting following another person’s gaze). This review will focus on the studies that used a gaze-cueing paradigm to explore this relationship. While the predictivity of the gaze-cue seems to consistently influence trustworthiness judgments, the impact of trust on gaze-cueing is less clear. Four studies found enhanced gaze-cueing effects with trustworthy faces; one found stronger effects of gaze-cueing with faces associated with undesirable behavior, but only when the observer’s personal evaluations were taken into account. Four studies did not observe an effect of trust on gaze-cueing. Overall, studies have highlighted the complexity of this relationship, suggesting that multiple factors (including age, gender, the characteristics of the observer, and whether or not a threat is perceived) are likely to intervene in the interplay between trust and gaze-triggered attentional orienting. After discussing results in the context of existing theories of gaze-cueing and trust, we conclude that further investigation is needed to better understand this relationship and the contribution of social factors to attentional shifts guided by gaze.

Reading habits contribute to the effects of display direction on product choice

It has been shown that people process assortment variety more efficiently in horizontal displays than in vertical displays, owing to human visual characteristics that favor the horizontal direction. Consequently, the number and variety of products chosen tends to increase when they are arranged horizontally. I show that this horizontal display advantage can be modulated by culture, especially writing and reading habits. When Japanese participants, who write and read text vertically as well as horizontally, chose products in horizontal and vertical displays, horizontal displays did not consistently increase the variety of products chosen. In other words, the horizontal display advantage was eliminated (Experiments 1A and 1B). However, when Japanese readers initially read horizontally, it led to a robust advantage for the horizontal display. Similarly, initial vertical reading resulted in a vertical display advantage (Experiments 2 and 3). These results suggest that horizontal displays are not always advantageous, and that optimal display direction for product choice is affected by reading habits.

Can Monetary Reward Modulate Social Attention?

Selective visual attention is a primary cognitive function, which allows the selection of the most relevant stimuli in the environment by prioritizing their processing. Several studies showed that this process can be influenced by both social signals, such as gaze direction (i.e., the Gaze Cueing Effect, GCE) and by the motivational valence of gratifying stimuli, such as monetary rewards. The aim of this study was to explore whether GCE could be modulated by a monetary reward. To this end, we created an experiment in which participants performed a gaze cuing task before and after an implicit learning task aiming to induce an association between gaze direction and monetary reward (experimental condition), or after a perceptual task (control condition). Statistical analyses were conducted following both a frequentist and a Bayesian approach. Results supported previous findings showing the presence of the GCE, i.e., faster responses in congruent trials when the target appeared in the gazed-at location. Interestingly, our results did not reveal significant differences among the conditions. Therefore, contrary to what was reported by previous attentional orienting studies with non-social stimuli, monetary reward does not seem to be able to modulate (or interfere with) the orienting of attention mediated by gaze direction as measured by the GCE. Taken together our results suggest that social signals such as gaze direction have a greater impact than monetary reward in orienting selective attention.