The process of understanding and interpreting visual information
Social Factors
External factors relating to an individual'sinteractions with others and their external environment, including their relationships and community involvement
Culture
The customs, behaviours, and values of a particular group in society
Cultural Norms
A standard value, or rule, that outlines an appropriate behaviour or experience within a culture
Culture and cultural norms
Both influence/shape our perceptual set, which can then predispose us to perceive certain sensory stimuli through what we find is 'culturally normal'
Collectivist culture
More likely to attend to the broad scene and are more likely to be aware of the relationships within the scene
Individualistic culture
More likely to attend to a specific, salient object in the scene - especially one that is big, colourful, or fast-moving and then analyse this object's individual attributes
