Abstract
People in cultures of a short-term orientation rely more on experience than those in cultures of a long-term orientation do. In visual search tasks, attention is guided by experience and will be directed to the target sooner if the layout is similar to the immediately former task trial. We hypothesize that individuals in countries of a short-term orientation, e.g., Iran, will demonstrate a larger repetition effect while perform visual search tasks than those in countries of a long-term orientation, e.g., China, do. Thirty Iranian and 30 Chinese participants searched for a letter O among reversed Qs, for a vertical line among tilted lines, and vice versa. The layout of each trial could be similar (of the same pattern but with shorter distances among items) or different with the former trial. Iranian participants outperformed the Chinese only in trials similar with former ones. The long-term orientation affects repetition effect in visual search. Cultural differences in visual search repetition effect should be considered in designing for global users and international communications.
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This study was funded by a National Key Research and Development Plan 2016YFB1001200.
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Rau, PL.P., Akbbrian, H., Zheng, J. (2022). Cultural Differences Between Iranian and Chinese in Visual Search Repetition Effect. In: Rau, PL.P. (eds) Cross-Cultural Design. Interaction Design Across Cultures. HCII 2022. Lecture Notes in Computer Science, vol 13311. Springer, Cham. https://doi.org/10.1007/978-3-031-06038-0_29
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