Influence of social presence on eye movements in visual search tasks

Abstract

This study employed an eye-tracking technique to investigate the influence of social presence on eye movements in visual search tasks. A total of 20 male subjects performed visual search tasks in a 2 (target presence: present vs. absent) × 2 (task complexity: complex vs. simple) × 2 (social presence: alone vs. a human audience) within-subject experiment. Results indicated that the presence of an audience could evoke a social facilitation effect on response time in visual search tasks. Compared with working alone, the participants made fewer and shorter fixations, larger saccades and shorter scan path in simple search tasks and more and longer fixations, smaller saccades and longer scan path in complex search tasks when working with an audience. The saccade velocity and pupil diameter in the audience-present condition were larger than those in the working-alone condition. No significant change in target fixation number was observed between two social presence conditions.

Practitioner Summary: This study employed an eye-tracking technique to examine the influence of social presence on eye movements in visual search tasks. Results clarified the variation mechanism and characteristics of oculomotor scanning induced by social presence in visual search.

Keywords:

• Visual search
• social facilitation
• eye movement
• search strategy
• performance