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Jennifer X Haensel1, Matthew Danvers2, Mitsuhiko Ishikawa3

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Cultural differences in face scanning strategies were observed between British/Irish and Japanese adults during social interactions. These findings challenge universal face perception theories, highlighting the impact of social experience on visual processing.

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Area of Science:

  • Cognitive Psychology
  • Neuroscience
  • Cross-Cultural Psychology

Background:

  • Face perception may not be universal, with cultural factors influencing scanning strategies.
  • Previous research relied on screen-based methods, lacking real-world social interaction elements.
  • Head-mounted eye tracking offers a more ecologically valid approach to study face scanning.

Purpose of the Study:

  • To investigate cultural differences in face scanning strategies between British/Irish and Japanese adults during social interactions.
  • To explore the impact of social presence and dynamic visual saliency on face perception.
  • To apply novel computational tools for analyzing eye-tracking data in social contexts.

Main Methods:

  • Utilized head-mounted eye tracking during dyadic social interactions in the UK and Japan.
  • Developed new computational pre-processing and data-driven analysis techniques.
  • Employed Monte Carlo permutation testing for statistical analysis.

Main Results:

  • Significant cultural differences in face scanning were identified for the first time.
  • British/Irish participants focused more on the mouth, while Japanese participants scanned eyes and the central face.
  • Both groups exhibited more attention to faces when listening versus speaking, and during introductions versus storytelling.

Conclusions:

  • Postnatal social experiences significantly shape specialized face perception.
  • The face processing system demonstrates adaptive capabilities influenced by cultural context.
  • Findings underscore the importance of social interaction in understanding face perception variations.