Preferential Processing of Social Features and Their Interplay with Physical Saliency in Complex Naturalistic Scenes.

According to so-called saliency-based attention models, attention during free viewing of visual scenes is particularly allocated to physically salient image regions. In the present study, we assumed that social features in complex naturalistic scenes would be processed preferentially irrespective of their physical saliency. Therefore, we expected worse prediction of gazing behavior by saliency-based attention models when social information is present in the visual field. To test this hypothesis, participants freely viewed color photographs of complex naturalistic social (e.g., including heads, bodies) and non-social (e.g., including landscapes, objects) scenes while their eye movements were recorded. In agreement with our hypothesis, we found that social features (especially heads) were heavily prioritized during visual exploration. Correspondingly, the presence of social information weakened the influence of low-level saliency on gazing behavior. Importantly, this pattern was most pronounced for the earliest fixations indicating automatic attentional processes. These findings were further corroborated by a linear mixed model approach showing that social features (especially heads) add substantially to the prediction of fixations beyond physical saliency. Taken together, the current study indicates gazing behavior for naturalistic scenes to be better predicted by the interplay of social and physically salient features than by low-level saliency alone. These findings strongly challenge the generalizability of saliency-based attention models and demonstrate the importance of considering social influences when investigating the driving factors of human visual attention.