@inproceedings{9fa42284849b4f26af15c62b644fe0af,
title = "Do Cross-Cultural Differences in Visual Attention Patterns Affect Search Efficiency on Websites?",
abstract = "Prior work in cross-cultural psychology and neuroscience has shown robust variations in visual attention patterns. People from East Asian societies, in which a holistic thinking style predom-inates, have been found to attend to contextual information in scenes more thanWesterners, whose tendency to think analytically expresses itself in greater attention to foreground objects. This paper applies these fndings to website design, using an online study to evaluate whether Japanese (N=65) remember more and are faster at fnding contextual website information than US Americans (N=84). Our results do not support this hypothesis. Instead, Japan-ese overall took signifcantly longer to fnd information than US participants-a diference that was exacerbated by an increase in website complexity-suggesting that Japanese may holistically take in a website before engaging with detailed information. We discuss implications of these fndings for website design and cross-cultural research.",
keywords = "Culture, Visual attention, Website search efciency",
author = "Amanda Baughan and Nigini Oliveira and Tal August and Naomi Yamashita and Katharina Reinecke",
note = "Publisher Copyright: {\textcopyright} 2021 ACM.; 2021 CHI Conference on Human Factors in Computing Systems: Making Waves, Combining Strengths, CHI 2021 ; Conference date: 08-05-2021 Through 13-05-2021",
year = "2021",
month = may,
day = "6",
doi = "10.1145/3411764.3445519",
language = "English (US)",
series = "Conference on Human Factors in Computing Systems - Proceedings",
publisher = "Association for Computing Machinery",
booktitle = "CHI 2021 - Proceedings of the 2021 CHI Conference on Human Factors in Computing Systems",
address = "United States",
}