Perceiving crowd attention: Gaze following in human crowds with conflicting cues.

People automatically redirect their visual attention by following others' gaze orientation, a phenomenon called "gaze following." This is an evolutionarily generated socio-cognitive process that provides people with information about their environments. Often, however, people in crowds can have rather different gaze orientations. This study investigated how gaze following occurs in situations with many conflicting gazes. In two experiments, we modified the gaze cueing paradigm to use a crowd rather than a single individual. Specifically, participants were presented with a group of human avatars with differing gaze orientations, and the target appeared randomly on the left or right side of a display. We found that (a) when a marked difference existed in the number of avatars with divergent gaze orientations, participants automatically followed the majority's gaze orientation, and (b) the strongest gaze cue effect occurred when all gazes shared the same orientation, with the response superiority of the majority's oriented location monotonically diminishing with the number of gazes with divergent orientations. These findings suggested that the majority rule plays a role in gaze following behavior when individuals are confronted with conflicting multigaze scenes, and that an increasing subgroup size appears to enlarge the strength of the gaze cueing effect.