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Both low-level physical saliency and social information, as presented by human heads or bodies, are known to drive gaze behavior in free-viewing tasks. Researchers have previously made use of a great variety of face stimuli, ranging from photographs of real humans to schematic faces, frequently without systematically differentiating between the two. In the current study, we used a Generalized Linear Mixed Model (GLMM) approach to investigate to what extent schematic artificial faces can predict gaze when they are presented alone or in competition with real human faces. Relative differences in predictive power became apparent, while GLMMs suggest substantial effects for real and artificial faces in all conditions. Artificial faces were accordingly less predictive than real human faces but still contributed significantly to gaze allocation. These results help to further our understanding of how social information guides gaze in complex naturalistic scenes.
Visual saliency maps reflecting locations that stand out from the background in terms of their low-level physical features have proven to be very useful for empirical research on attentional exploration and reliably predict gaze behavior. In the present study we tested these predictions for socially relevant stimuli occurring in naturalistic scenes using eye tracking. We hypothesized that social features (i.e. human faces or bodies) would be processed preferentially over non-social features (i.e. objects, animals) regardless of their low-level saliency. To challenge this notion, we included three tasks that deliberately addressed non-social attributes. In agreement with our hypothesis, social information, especially heads, was preferentially attended compared to highly salient image regions across all tasks. Social information was never required to solve a task but was regarded nevertheless. More so, after completing the task requirements, viewing behavior reverted back to that of free-viewing with heavy prioritization of social features. Additionally, initial eye movements reflecting potentially automatic shifts of attention, were predominantly directed towards heads irrespective of top-down task demands. On these grounds, we suggest that social stimuli may provide exclusive access to the priority map, enabling social attention to override reflexive and controlled attentional processes. Furthermore, our results challenge the generalizability of saliency-based attention models.