Social Saliency of the Cue Slows Attention Shifts

Eye gaze is a powerful cue that indicates where another person\u27s attention is directed in the environment. Seeing another person\u27s eye gaze shift spontaneously and reflexively elicits a shift of one\u27s own attention to the same region in space. Here, we investigated whether reallocation of attention in the direction of eye gaze is modulated by personal familiarity with faces. On the one hand, the eye gaze of a close friend should be more effective in redirecting our attention as compared to the eye gaze of a stranger. On the other hand, the social relevance of a familiar face might itself hold attention and, thereby, slow lateral shifts of attention. To distinguish between these possibilities, we measured the efficacy of the eye gaze of personally familiar and unfamiliar faces as directional attention cues using adapted versions of the Posner paradigm with saccadic and manual responses. We found that attention shifts were slower when elicited by a perceived change in the eye gaze of a familiar individual as compared to attention shifts elicited by unfamiliar faces at short latencies (100 ms). We also measured simple detection of change in direction of gaze in personally familiar and unfamiliar faces to test whether slower attention shifts were due to slower detection. Participants detected changes in eye gaze faster for familiar faces than for unfamiliar faces. Our results suggest that personally familiar faces briefly hold attention due to their social relevance, thereby slowing shifts of attention, even though the direction of eye movements are detected faster in familiar faces

Familiarity matters: A review on prioritized processing of personally familiar faces

In this review, we synthesize the existing literature investigating personally familiar face processing and highlight the remarkable, enhanced processing efficiency resulting from real-life experience. Highly learned identity-specific visual and semantic information associated with personally familiar face representations facilitates detection, recognition of identity and social cues, and activation of person knowledge. These optimizations afford qualitatively different processing of personally familiar as compared to unfamiliar faces, which manifests on both the behavioural and neural level