Exploring cross-cultural variations in visual attention patterns inside and outside national borders using immersive virtual reality

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Authors	ŠAŠINKOVÁ Alžběta ČENĚK Jiří UGWITZ Pavel TSAI Jie-Li GIANNOPOULOS Ioannis LACKO David STACHOŇ Zdeněk JAN Fitz ŠAŠINKA Čeněk
Year of publication	2023
Type	Article in Periodical
Magazine / Source	Scientific Reports
MU Faculty or unit	Faculty of Arts
Citation
Web	https://www.nature.com/articles/s41598-023-46103-1#citeas
Doi	http://dx.doi.org/10.1038/s41598-023-46103-1
Keywords	cross-cultural comparison; visual attention; eye-tracking; virtual reality; cognitive style
Description	Experimental study validating a traditional theory of differences in cognitive processing of complex visual stimuli in relation to a cultural area. The study utilised a combination of fully immersive virtual reality to administer the stimuli while logging oculomotor data with an eye-tracking device inserted in the VR headset. Samples from five cultural areas were included: Taiwan, West Turkey, East Turkey, Czechia, and Ghana.
Related projects:	The influence of socio-cultural factors and writing system on perception and cognition of complex visual stimuli