NDLI: Nodding in dis/agreement: a tale of two cultures

Content Provider	Springer Nature Link
Author	Andova, Elena Taylor, Holly A.
Copyright Year	2012
Abstract	Head movement is commonly used to communicate positive versus negative response. However, whereas in US culture, vertical head movement denotes positivity (nodding to say “yes”) and horizontal head movement is associated with negativity (shaking heads to say “no”), in Bulgaria, this response pattern is reversed, that is, horizontal head movement means “yes” and vertical head movement means “no.” Thus, these two cultures spatially “embody” agreement via different movement directions. We examined the effect of such cultural differences on cognitive processing that has no communicative intent by comparing ratings of likeability, brightness, and positive feeling associated with different color moving dots. Participants followed the dots’ movement with their heads in a 2 (direction: vertical vs. horizontal) by 2 (speed: fast vs. slow) design. We found a two-way country by speed of movement interaction such that Bulgarian participants associated colors with more positive feeling when those were perceived in combination with slower head movement irrespective of movement direction. US participants, on the other hand, rated color dots as better mood-enhancing in combination with faster head movement. There was a similar two-way country by movement speed interaction for likeability ratings but none for brightness. Findings are discussed in terms of variability in gestural meaning and culture-specific embodiment patterns.
Starting Page	79
Ending Page	82
Page Count	4
File Format	PDF
ISSN	16124782
Journal	Cognitive Processing
Volume Number	13
Issue Number	1
e-ISSN	16124790
Language	English
Publisher	Springer-Verlag
Publisher Date	2012-08-05
Publisher Place	Berlin, Heidelberg
Access Restriction	One Nation One Subscription (ONOS)
Subject Keyword	Cross-cultural Embodiment Non-verbal communication Head movement Neurosciences Artificial Intelligence (incl. Robotics) Behavioural Sciences
Content Type	Text
Resource Type	Article
Subject	Experimental and Cognitive Psychology Artificial Intelligence Cognitive Neuroscience Medicine

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4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
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