Don't look now! Social elements are harder to avoid during scene viewing.

Regions of social importance (i.e., other people) attract attention in real world scenes, but it is unclear how automatic this bias is and how it might interact with other guidance factors. To investigate this, we recorded eye movements while participants were explicitly instructed to avoid looking at one of two objects in a scene (either a person or a non-social object). The results showed that, while participants could follow these instructions, they still made errors (especially on the first saccade). Crucially, there were about twice as many erroneous looks towards the person than there were towards the other object. This indicates that it is hard to suppress the prioritization of social information during scene viewing, with implications for how quickly and automatically this information is perceived and attended to.

Social prioritisation in scene viewing and the effects of a spatial memory load.

When free-viewing scenes, participants tend to preferentially fixate social elements (e.g., people). In the present study, we tested whether this bias would be disrupted by increasing the demands of a secondary dual-task: holding a set of (one or six) spatial locations in memory, presented either simultaneously or sequentially. Following a retention interval, participants judged whether a test location was present in the to-be-remembered stimuli. During the retention interval participants free-viewed scenes containing a social element (a person) and a non-social element (an object) that served as regions of interest. In order to assess the impact of physical salience, the non-social element was presented in both an unaltered baseline version, and in a version where its salience was artificially increased. The results showed that the preference to look at social elements decreased when the demands of the spatial memory task were increased from one to six locations, regardless of presentation mode (simultaneous or sequential). The high-load condition also resulted in more central fixations and reduced exploration of the scene. The results indicate that the social prioritisation effect, and scene viewing more generally, can be affected by a concurrent memory load.