Looking at faces in the wild

Faces are key to everyday social interactions, but our understanding of social attention is based on experiments that present images of faces on computer screens. Advances in wearable eye-tracking devices now enable studies in unconstrained natural settings but this approach has been limited by manual coding of fixations. Here we introduce an automatic ‘dynamic region of interest’ approach that registers eye-fixations to bodies and faces seen while a participant moves through the environment. We show that just 14% of fixations are to faces of passersby, contrasting with prior screen-based studies that suggest faces automatically capture visual attention. We also demonstrate the potential for this new tool to help understand differences in individuals’ social attention, and the content of their perceptual exposure to other people. Together, this can form the basis of a new paradigm for studying social attention ‘in the wild’ that opens new avenues for theoretical, applied and clinical research.