Culture and attention: evidence from brain and behavior

Research has demonstrated that our experiences, including the culture in which we are raised, shape how we attend to and perceive the world. Behavioral studies have found that individuals raised in Western cultures tend toward analytic processing and prefer tasks emphasizing independent contexts rather than tasks emphasizing interdependent contexts. The opposite is true for individuals raised in East Asian cultures, who tend toward holistic processing and prefer tasks emphasizing interdependent contexts. Recently, cognitive neuroscientists have extended these behavioral findings to examine the brain activity of individuals from different cultures during the performance of cognitive tasks. Results from these initial studies indicate that culture may shape how the brain processes even very abstract stimuli and may influence the features of the environment to which individuals attend. The present chapter reviews evidence that culture influences attention and related systems, which, in turn, impact other cognitive and social processes and their neural correlates.