Waldo reveals cultural differences in return fixations

ABSTRACT

Humans routinely perform visual search towards targets to adapt to the environment. These sequences of ballistic eye movements are shaped by a combination of top–down and bottom–up factors. Recent research documented that human observers display cultural-specific fixation patterns in a range of visual processing tasks. In particular, eye movement strategies extracting information from faces clearly differs between Western Caucasian (WC) and East Asian (EA) observers. However, whether such cultural differences are also present for visual scene processing remains debated. To this aim, we recorded the eye movements of WC and EA observers while they were solving visual search problems parametrically varying in difficulty: Where’s Waldo. Both groups had a comparable familiarity with the Waldo books reaching a comparable level of accuracy in target detection. Both cultural groups also showed a comparable temporal effect on inhibition of return, with longer fixation durations when saccades were performed to a return location compared to other locations. Westerners, however, located Waldo faster than Easterners. Interestingly, this modulation of speed was likely related to differences occurring on the low-level mechanisms of spatial inhibition of return, with EA observers returning more often to previously visited locations than the WC observers. This suboptimal eye movement strategy in the Easterners might be engendered by their cultural perceptual bias consisting in? a greater use of extra-foveal information. Overall, our data point towards the existence of a subtle, but significant difference in the processing of visual scenes across observers from different cultures during active visual search.