Reality in a sphere: A direct comparison of social attention in the laboratory and the real world

Großekathöfer J, Seis C, Gamer M. Reality in a sphere: A direct comparison of social attention in the laboratory and the real world. Behavior Research Methods. 2021.Humans often show reduced social attention in real situations, a finding rarely replicated in controlled laboratory studies. Virtual reality is supposed to allow for ecologically valid and at the same time highly controlled experiments. This study aimed to provide initial insights into the reliability and validity of using spherical videos viewed via a head-mounted display (HMD) to assess social attention. We chose five public places in the city of Würzburg and measured eye movements of 44 participants for 30 s at each location twice: Once in a real environment with mobile eye-tracking glasses and once in a virtual environment playing a spherical video of the location in an HMD with an integrated eye tracker. As hypothesized, participants demonstrated reduced social attention with less exploration of passengers in the real environment as compared to the virtual one. This is in line with earlier studies showing social avoidance in interactive situations. Furthermore, we only observed consistent gaze proportions on passengers across locations in virtual environments. These findings highlight that the potential for social interactions and an adherence to social norms are essential modulators of viewing behavior in social situations and cannot be easily simulated in laboratory contexts. However, spherical videos might be helpful for supplementing the range of methods in social cognition research and other fields. Data and analysis scripts are available at https://osf.io/hktdu/