Target object moderation of attentional orienting by gazes or arrows

Recent studies have attempted to demonstrate the importance of the characteristics of directional cues and observers’ traits in attentional orienting. This study investigated how attentional orienting is influenced by target processing. Two experiments showed the critical role played by target processing in attentional orienting that relies on eye-gaze and arrow cues. In Experiment 1, stronger attentional orienting was observed under the object-target condition compared with the scrambled-display condition, irrespective of whether gaze or arrow cues were used. The results indicated that meaningful targets produced stronger attentional orienting than did meaningless targets, regardless of the social characteristics of the target. Experiment 2, which investigated whether attentional orienting was influenced by differences in the meaningfulness of targets regardless of their perceptual features, used participants’ own faces and the faces of others as target stimuli; one’s own face is typically more meaningful than the face of another. The results showed stronger attentional orienting in response to one’s own face than in response to another’s face under both gaze and arrow conditions. These findings suggest that the use of task-irrelevant meaningful information as targets may be effective in enhancing attention, regardless of perceptual features.