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Related Experiment Video

Updated: Feb 22, 2026

Investigating the Deployment of Visual Attention Before Accurate and Averaging Saccades via Eye Tracking and Assessment of Visual Sensitivity
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Cultural differences in attention: Eye movement evidence from a comparative visual search task.

Albandri Alotaibi1, Geoffrey Underwood2, Alastair D Smith3

  • 1School of Psychology, University of Nottingham, UK; King Saud University, Saudi Arabia.

Consciousness and Cognition
|September 26, 2017
PubMed
Summary

This study found that analytic thinking, common in individualistic cultures, is linked to more controlled visual attention. Participants from Great Britain (individualist) showed more efficient visual search than those from Saudi Arabia (collectivist).

Keywords:
CultureEye movementsScanMatchVisual attentionVisual search

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Area of Science:

  • Cognitive Psychology
  • Cross-Cultural Psychology
  • Neuroscience

Background:

  • Individual differences in visual attention are associated with cognitive styles, such as analytic thinking (detail-focused) and holistic thinking (context-focused).
  • Existing theories linking thinking styles to visual attention are mainly based on simple judgment tasks, necessitating investigation with more complex tasks.

Purpose of the Study:

  • To investigate the relationship between cultural thinking styles (analytic vs. holistic) and visual attention using a complex comparative visual search task.
  • To compare visual search behavior between participants from an individualistic culture (Great Britain) and a collectivist culture (Saudi Arabia).

Main Methods:

  • A comparative visual search task using simple natural scenes was administered to participants from Great Britain and Saudi Arabia.
  • Eye-tracking methodology was employed to analyze fixation patterns and search times, assessing search efficiency and scan-path similarity.

Main Results:

  • Saudi participants (collectivist) exhibited less efficient visual search behavior, characterized by a higher number of fixations and longer search times compared to British participants (individualist).
  • Intra-group analysis revealed less similarity in scan-path patterns among Saudi participants than among British participants, suggesting variations in search strategies.

Conclusions:

  • The findings support a positive association between an analytic cognitive style and controlled visual attention.
  • Cultural differences in thinking styles may influence the efficiency and strategies employed during complex visual search tasks.