Does culture moderate the encoding and recognition of negative cues? Evidence from an eye-tracking study.

Abstract

Cross-cultural research has elucidated many important differences between people from Western European and East Asian cultural backgrounds regarding how each group encodes and consolidates the contents of complex visual stimuli. While Western European groups typically demonstrate a perceptual bias towards centralised information, East Asian groups favour a perceptual bias towards background information. However, this research has largely focused on the perception of neutral cues and thus questions remain regarding cultural group differences in both the perception and recognition of negative, emotionally significant cues. The present study therefore compared Western European (n = 42) and East Asian (n = 40) participants on a free-viewing task and a subsequent memory task utilising negative and neutral social cues. Attentional deployment to the centralised versus background components of negative and neutral social cues was indexed via eye-tracking, and memory was assessed with a cued-recognition task two days later. While both groups demonstrated an attentional bias towards the centralised components of the neutral cues, only the Western European group demonstrated this bias in the case of the negative cues. There were no significant differences observed between Western European and East Asian groups in terms of memory accuracy, although the Western European group was unexpectedly less sensitive to the centralised components of the negative cues. These findings suggest that culture modulates low-level attentional deployment to negative information, however not higher-level recognition after a temporal interval. This paper is, to our knowledge, the first to concurrently consider the effect of culture on both attentional outcomes and memory for both negative and neutral cues.