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The Science of Social Vision$
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Reginald B. Adams, Nalini Ambady, Ken Nakayama, and Shinsuke Shimojo

Print publication date: 2010

Print ISBN-13: 9780195333176

Published to Oxford Scholarship Online: January 2011

DOI: 10.1093/acprof:oso/9780195333176.001.0001

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PRINTED FROM OXFORD SCHOLARSHIP ONLINE (www.oxfordscholarship.com). (c) Copyright Oxford University Press, 2019. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in OSO for personal use. date: 20 October 2019

Gaze and Preference-Orienting Behavior as a Somatic Precursor of Preference Decision

Gaze and Preference-Orienting Behavior as a Somatic Precursor of Preference Decision

Chapter:
(p.151) Chapter 8 Gaze and Preference-Orienting Behavior as a Somatic Precursor of Preference Decision
Source:
The Science of Social Vision
Author(s):

Shinsuke Shimojo

Claude Simion

Mark A. Changizi

Publisher:
Oxford University Press
DOI:10.1093/acprof:oso/9780195333176.003.0009

This chapter reviews recent findings that link eye orienting(saccade)mechanism to conscious preference judgment. A systematic gaze bias was observed preceding a cognitive preference decision(the gaze cascade effect), but such bias was very specific to preference(i.e., relative attractiveness)judgment. The effect turned out to be very robust across a variety of conditions, including when the preference task was easy, when gaze direction in the face stimulus was manipulated, and when the preference was on objects other than faces(such as geometric figures or commercial products).

Keywords:   gaze, orienting, preference, gaze cascade effect, gaze bias, saccade

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