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

ŠAŠINKOVÁ, Alžběta, Jiří ČENĚK, Pavel UGWITZ, Jie-Li TSAI, Ioannis GIANNOPOULOS, David LACKO, Zdeněk STACHOŇ, Fitz JAN and Čeněk ŠAŠINKA. Exploring cross-cultural variations in visual attention patterns inside and outside national borders using immersive virtual reality. Scientific Reports. England: Nature Portfolio, 2023, vol. 13, No 1, p. 1-12. ISSN 2045-2322. Available from: https://dx.doi.org/10.1038/s41598-023-46103-1.

Basic information

• Original name: Exploring cross-cultural variations in visual attention patterns inside and outside national borders using immersive virtual reality
• Authors: ŠAŠINKOVÁ, Alžběta (203 Czech Republic, belonging to the institution), Jiří ČENĚK (203 Czech Republic), Pavel UGWITZ (203 Czech Republic, belonging to the institution), Jie-Li TSAI (158 Taiwan), Ioannis GIANNOPOULOS (300 Greece), David LACKO (203 Czech Republic, belonging to the institution), Zdeněk STACHOŇ (203 Czech Republic, belonging to the institution), Fitz JAN (203 Czech Republic) and Čeněk ŠAŠINKA (203 Czech Republic, guarantor, belonging to the institution).
• Edition: Scientific Reports, England, Nature Portfolio, 2023, 2045-2322.

Other information

• Original language: English
• Type of outcome: Article in a journal
• Field of Study: 50101 Psychology
• Country of publisher: United Kingdom of Great Britain and Northern Ireland
• Confidentiality degree: is not subject to a state or trade secret
• WWW: URL
• Impact factor: Impact factor: 4.600 in 2022
• RIV identification code: RIV/00216224:14210/23:00134304
• Organization unit: Faculty of Arts
• Doi: http://dx.doi.org/10.1038/s41598-023-46103-1
• UT WoS: 001105087400019
• Keywords in English: cross-cultural comparison; visual attention; eye-tracking; virtual reality; cognitive style
• Tags: rivok
• Tags: International impact, Reviewed

Abstract

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.

Abstract (in Czech)

Experimentální studie ověřující tradiční teorii rozdílů v kognitivním zpracování komplexních vizuálních podnětů ve vztahu ke kulturnímu areálu. Studie využívala kombinaci plně imersivní virtuální reality k prezentaci stimulů a zaznamenávání okulomotorických dat pomocí eye-trackingového zařízení vloženého do VR headsetu. Byly zahrnuty vzorky z pěti kulturních oblastí: Tchaj-wan, Západní Turecko, Východní Turecko, Česko a Ghana.

Links

• GC19-09265J, research and development project: Name: Vliv sociokulturních faktorů a písma na percepci a kognici komplexních zrakových podnětů (Acronym: ISOVIS)

Investor: Czech Science Foundation