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Perception of Visual Stimuli: Specifics of Eye Movements by Representatives of Different Cultures
Kulʹturno-istoricheskai͡a︡ psikhologii͡a, 2018-01, Vol.14 (2), p.66-76
[Peer Reviewed Journal]
ISSN: 1816-5435 ;EISSN: 2224-8935 ;DOI: 10.17759/chp.2018140207
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Title:
Perception of Visual Stimuli: Specifics of Eye Movements by Representatives of Different Cultures
Author:
Shabalina, O.I.
;
Contreras, M.R.
;
Feng, L.
Subjects:
cognitive styles of North Americans and East Asians
;
focus of perception
;
gaze direction
;
native language
;
native perception patterns
Is Part Of:
Kulʹturno-istoricheskai͡a︡ psikhologii͡a, 2018-01, Vol.14 (2), p.66-76
Description:
The present research explores the impact of native language on perception patterns of monolingual students from China, Russia, Mexico, the USA, and bilingual students from India. The research findings, obtained with verbal protocols, demonstrate statistically significant differences in the way representatives of different cultures perceive information and prove the hypothesis according to which the principles of sentence organization in native languages determine the focus of perception and gaze direction in individuals. In particular, with a = 0.01, 0.05 and 0.005 American students are focused on the object and demonstrate linear gaze direction, whereas Russian, Chinese, Mexican, and Indian students are focused on the field and demonstrate chaotic, unstructured gaze direction. Differences in perception patterns explain the co-existence of local and Western approaches to advertisement layout design in national and multicultural markets around the world, which makes them all in all an important issue for consideration in global advertising. Данное поисковое исследование изучает влияние родного языка на паттерны восприятия информации монолингвальным населением Китая, России, Мексики, США и билингвальным населением Индии. Результаты эксперимента, полученные при помощи вербальных протоколов, демонстрируют статистически значимые различия в том, как представители разных культур воспринимают одну и ту же информацию и доказывают гипотезу, согласно которой принципы построения предложения в родном языке определяют первичный фокус восприятия информации и направление взора индивида. Так, при уровнях значимости 0,01; 0,05 и 0,005 американские студенты демонстрируют упорядоченное линейное направление взора и фиксацию на объектах; в то время как российские, китайские, мексиканские и индийские студенты демонстрируют неупорядоченное хаотичное направление взора и фиксацию на контексте. Различия в паттернах восприятия информации объясняют сосуществование локального и западного подходов к построению композиции рекламного сообщения на национальных и мультикультурных рынках и актуализируют значимость их рассмотрения в международной практике рекламирования.
Publisher:
Moscow State University of Psychology and Education
Language:
English
Identifier:
ISSN: 1816-5435
EISSN: 2224-8935
DOI: 10.17759/chp.2018140207
Source:
DOAJ Directory of Open Access Journals
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