Cross-cultural differences in visual attention: a computational modelling study

Mavritsaki, Eirini and Rentzelas, Panagiotis (2015) Cross-cultural differences in visual attention: a computational modelling study. BMC Neuroscience, 16. P204. ISSN 1471-2202

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Abstract

Literature in visual perception has identified that there
are cross-cultural differences in visual perception [1].
Research comparing members of interdepended and collectivist
East Asian cultures with independent and individualist
European American cultures into picture
perception showed that East Asians are more likely to
attend the perceptual field as a whole and to focus on
context and Westerns to focus on the salient foreground
objects [1]. Research on cross-cultural differences has
focused on investigating cross-cultural differences
related to bottom-up information. Furthermore, research
that experimentally manipulated the cultural norms of
individualism and collectivism groups managed to
attenuate cultural-specific preferences for social factors
beneficial in human motivation [2]. Investigating the
underlying mechanisms involved in these differences is
very important as it can affect everyday tasks, advertisement
and many other aspects of our everyday life.
Here we present the first steps of this work, investigating
the underlying processes in cross-cultural differences
using computational modelling studies. The computational
model is based on the spiking Search over Space
and Time (sSoTS) model [3], that has been used to
simulate Visual Attention task. sSoTS has incorporated
mechanisms that allows us to investigate both bottomup
and top-down processes. We show that sSoTS can
successfully simulate cross-cultural differences in Visual
attention involving bottom-up tasks. Moreover, we
expand the studies by making predictions from the computational
modelling studies for cross-cultural differences
and top-down tasks.

Item Type: Article
Uncontrolled Keywords: cross-cultural differences, attention
Subjects: C800 Psychology
Divisions: UoA Collections > REF2021 UoA 04: Psychology, Psychiatry and Neuroscience
Depositing User: Eirini Mavritsaki
Date Deposited: 18 Jun 2018 08:46
Last Modified: 18 Jun 2018 08:46
URI: http://www.open-access.bcu.ac.uk/id/eprint/6047

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