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Eye Movements as a Function of Culture: Examining Different Gender of Chinese Information Processing
Angela Chang
Conference Name6th Biennial Conference International Academy for Intercultural Research
Conference Date2009-8-15
Conference PlaceAmerica

This study intends to add to this body of research by investigating gender difference in information processing strategies for product attributes, color preference, and willingness-to-pay price for Chinese consumers. By linking gender difference in information processing strategies to the important aspects of product attributes and prices will help advertisers to implement marketing segmentation. The paper includes the following components: 1) an overview of information processing strategies and consumer study in different culture; 2) a discussion of eye-tracking method for measuring the amount of conscious thinking and attention; 3) the experiment result from 120 subjects (65 female & 55 male) in Taiwan. Eye movement has been observed in psychology and linguistics for exploring the cognitive process or behavioral cue by measuring eye fixation, saccade, and scan-path in the West for the past 50 years. Eye tracking as a methodology is based on Just and Carpenter's (1976) eye-mind hypothesis: the location of a person's gaze directly corresponds to the most immediate thought in a person's mind. When a stimulus is 'seen' and then 300 milliseconds later, the brain receive instructions to attend to the stimulus again. Chua, Boland, and Nisbett (2005) indicate that eye movements can differ as a function of culture. Cultural differences in eye movements, memory for scenes, and perceptual and causal judgments could stem from several sources, including differences in experience, expertise, or socialization. It is common to consider such factors in high-level cognition, but such factors can influence the allocation of attention, they influence lower-level cognition as well. Therefore, current study hypothesizes gender difference in information processing would reflect on gaze behavior. Result shows that female Chinese are comprehensive processors who spend more time in observing products, responding to subtle cues, and considering product attributes. Conversely, males are selective information processors who spend less time in observing products, miss subtle cues, and tend to use heuristics processing. It also shows that the result of willing-to-pay price for female consumers is much lower than the male consumers. Because of the prominence of visual attention in human behavior, a great deal of user activity can be understood by observing the user's gaze. Suggestions and limitations are discussed.

KeywordInformation Processing Eye-tracking Taiwan
Fulltext Access
Document TypeConference paper
CollectionFaculty of Social Sciences
AffiliationUniversity of Macau
First Author AffilicationUniversity of Macau
Recommended Citation
GB/T 7714
Angela Chang. Eye Movements as a Function of Culture: Examining Different Gender of Chinese Information Processing[C],2009.
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