Culture and the physical environment - Holistic versus analytic perceptual affordances

Westerners' perceptions tend to focus on salient foreground objects, whereas Asians are more inclined to focus on contexts. We hypothesized that such culturally specific patterns of attention may be afforded by the perceptual environment of each culture. In order to test this hypothesis, we randomly sampled pictures of scenes from small, medium, and large cities in Japan and the United States. Using both subjective and objective measures, Study 1 demonstrated that Japanese scenes were more ambiguous and contained more elements than American scenes. Japanese scenes thus may encourage perception of the context more than American scenes. In Study 2, pictures of locations in cities were presented as primes, and participants' subsequent patterns of attention were measured. Both Japanese and American participants primed with Japanese scenes attended more to contextual information than did those primed with American scenes. These results provide evidence that culturally characteristic environments may afford distinctive patterns of perception.