Cultural and linguistic factors in audiovisual speech processing: the McGurk effect in Chinese subjects

The "McGurk effect" demonstrates that visual (lip-read) information is used during speech perception even when it is discrepant with auditory information. While this has been established as a robust effect in subjects from Western cultures, our own earlier results had suggested that Japanese subjects use visual information much less than American subjects do (Sekiyama & Tohkura, 1993). The present study examined whether Chinese subjects would also show a reduced McGurk effect due to their cultural similarities with the Japanese. The subjects were 14 native speakers of Chinese living in Japan. Stimuli consisted of 10 syllable (/ba/, /pa/, /ma/, /wa/, /da/, /ta/, /na/, /ga/, /ka/, /ra/) pronounced by two speakers, one Japanese and one American. Each auditory syllable was dubbed onto every, visual syllable within one speaker, resulting in 100 audiovisual stimuli in each language. The subjects' main task was to report what they thought they had heard while looking at and listening to the speaker while the stimuli were being uttered. Compared with previous results obtained with American subjects, the Chinese subjects showed a weaker McGurk effect. The results also showed that the magnitude of the McGurk effect depends on the length of time the Chinese subjects had lived in Japan. Factors that foster and alter the Chinese subjects' reliance on auditory information are discussed.