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

• 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
• 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.

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