Related Experiment Videos
Gaze bias both reflects and influences preference.
Shinsuke Shimojo1, Claudiu Simion, Eiko Shimojo
1Division of Biology/Computation and Neural Systems, California Institute of Technology, Pasadena, California, 91125 USA. sshimojo@its.caltech.edu
Nature Neuroscience
|November 11, 2003
Summary
Gaze direction actively influences preference decisions. A
Area of Science:
- Cognitive psychology
- Neuroscience
- Behavioral science
Background:
- Emotions influence approach and aversion behaviors.
- Orienting behaviors are linked to emotional processes like preference decisions.
Purpose of the Study:
- To investigate the relationship between gaze behavior and preference formation.
- To determine if gaze direction influences attractiveness judgments.
Main Methods:
- Participants viewed pairs of faces and judged attractiveness.
- Gaze direction and duration were tracked.
- Experiments manipulated gaze and exposure durations.
Main Results:
- A gaze 'cascade effect' was observed, where gaze shifted towards the chosen face.
- This effect was weaker in a non-preference task.
- Manipulating gaze duration, not just exposure, biased preferences.
Conclusions:
- Gaze actively participates in the formation of preferences.
- The gaze cascade effect suggests a positive feedback loop between orienting and preference for objects.