Cultural differences in Visual Attention: An eye-tracking comparison of US and Indian individuals

Abstract

Globalization of product design has become increasingly important as markets in Asia continue to grow. Past research in the variations in visual attention between individuals in Asia and the United States have primarily focused on East Asians, specifically, Japanese and Chinese participants. India, the second most populated country in the world, has been largely ignored in this literature. The current study examined the differences between US participants and South Asians, specifically Indian, participants in a visual scene exploration task. Results from the present study suggest that the current explanation from past research may not be the most parsimonious method for determining how groups will view images.

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