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Gaze bias both reflects and influences preference

Gaze bias both reflects and influences preference. S. Shimojo, C. Simion, E. Shimojo, and Scheier 발표 : 생물심리 전공 설선혜. Introduction.

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Gaze bias both reflects and influences preference

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  1. Gaze bias both reflects and influences preference S. Shimojo, C. Simion, E. Shimojo, and Scheier 발표: 생물심리 전공 설선혜

  2. Introduction • Emotions and attitudes have the function of preparing people to act (i.e. approach or aversion) in such a way that the individual need not have much insight into what causes his or her behavior. (Darwin,1872) • The subjective experience of emotions is following facial expression rather than preceding it. (Zanjonc, 1985) • Implicit somatosensory inputs influence emotional and cognitive processes. (Zajonc/ Neumann and Strack, 1999)

  3. Introduction • Orienting behavior is intrinsically linked to emotionally involved processes. (Maner et al., 2002)

  4. Introduction In this study… • Orienting behavior  gaze direction • Emotionally involved processes  preference decisions • The hypothesis is… • Gazing has and active role in preference formation and decision makings. • Two experiments • Two-alternative forced choice task • Gaze manipulation

  5. Experiment1: Methods • Two-alternative forced-choice task • Face attractiveness rating (score 1-7) • Eye movement data collection: Video-based eye tracker(30Hz) • All trials were aligned at the moment of response, 1.67s before decision. • The likelihood curve was fitted with a sigmoid function • Main tasks 1) Face-attractive easy (>3.25) 2) Face-attractive difficult (<0.25) • Control tasks 1) Face-roundness task 2) Face-dislike task

  6. Experiment 1: Results Face attractiveness -difficult Face attractiveness -easy Face-roundness Face-dislike Fourier-descriptor-attractiveness Figure 1 A progressive bias in observers’ gaze toward chosen stimulus

  7. Experiment 1: Results Face attractiveness -difficult Face attractiveness -easy Main Face-roundness Face-dislike Control • significant difference between the heights of likelihood curves in the main tasks and the control tasks • Curves did not reach a saturation level in the main tasks •  gaze cascade effect

  8. Experiment 1: Results • Gaze cascade effect - The gaze bias is continually reinforced when attractiveness comparisons are to be made. • Dual-contribution model

  9. Experiment 1: Results • A larger cascade effect in the difficult task  When the cognitive biases are weak, gaze would contribute more to the decision making. Face attractiveness -difficult Face attractiveness -easy

  10. Experiment 1: Results • Is it evolved from social interaction or basic orienting behavior? • Abstract shape attractiveness task • Basic orienting behavior! • Orienting is essential, particularly when the cognitive systems cannot be discriminative in making preference decisions over a rage of stimuli.

  11. Experiment 1: Results • Is the effect relying on memory? • Two-session face attractiveness task (one-day inter delay) 2nd session Decision changed (22.3%) 1st session • No! • The cascade effect reflects the process of decision making itself.

  12. Experiment 2: Methods • Gaze manipulation • Control (central) 900ms 300ms 900ms 300ms

  13. Experiment 2: Results • Gaze manipulation, preference 1) Horizontal (2, 6, 12 repetitions) 2) Vertical - to ascertain that saccade size and direction is not important

  14. Experiment 2: Results • Control 1) No gaze shift, central (retinotopically identical) 2) No gaze shift, peripheral - to distinguish mere exposure effect from gaze bias

  15. Results: Experiment 2 • Control 3) Gaze manipulation, roundness - to find out whether specific to preference tasks.

  16. Results: Experiment 2 • Table 1 Results of Experiment 2 (gaze manipulation)  Gaze directly influences preference formation

  17. Conclusion • Dual-contribution model of preference formation

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