Culture shapes how we look at faces

Blais, C., Jack, R. E. , Scheepers, C., Fiset, D. and Caldara, R. (2008) Culture shapes how we look at faces. PLoS ONE, 3(8), e3022. (doi: 10.1371/journal.pone.0003022) (PMID:18714387) (PMCID:PMC2515341)

Abstract

Background: Face processing, amongst many basic visual skills, is thought to be invariant across all humans. From as early as 1965, studies of eye movements have consistently revealed a systematic triangular sequence of fixations over the eyes and the mouth, suggesting that faces elicit a universal, biologically-determined information extraction pattern. Methodology/Principal Findings: Here we monitored the eye movements of Western Caucasian and East Asian observers while they learned, recognized, and categorized by race Western Caucasian and East Asian faces. Western Caucasian observers reproduced a scattered triangular pattern of fixations for faces of both races and across tasks. Contrary to intuition, East Asian observers focused more on the central region of the face. Conclusions/Significance: These results demonstrate that face processing can no longer be considered as arising from a universal series of perceptual events. The strategy employed to extract visual information from faces differs across cultures.

• Item Type: Articles
• Status: Published
• Refereed: Yes
• Glasgow Author(s) Enlighten ID: Caldara, Professor Roberto and Scheepers, Dr Christoph and Jack, Professor Rachael
• Authors: Blais, C., Jack, R. E., Scheepers, C., Fiset, D., and Caldara, R.
• Subjects: B Philosophy. Psychology. Religion > BF Psychology
• College/School: College of Medical Veterinary and Life Sciences > School of Psychology & Neuroscience; College of Science and Engineering > School of Psychology
• Journal Name: PLoS ONE
• Publisher: Public Library of Science
• ISSN: 1932-6203
• ISSN (Online): 1932-6203
• Published Online: 20 August 2008
• Copyright Holders: Copyright © 2008 The Authors
• First Published: First published in PLoS One 3(8): e3022
• Publisher Policy: Reproduced in accordance with the copyright policy of the publisher

Project Code	Award No	Project Name	Principal Investigator	Funder's Name	Funder Ref	Lead Dept
44988	1	Social interaction - a cognitive-neurosciences approach	Simon Garrod	Economic & Social Research Council (ESRC)	ES/E020933/1	Cognitive Neuroimaging & Neuroengineering Technologies