Left-side bias effects refer to a bias towards the left side of the stimulus/space in perceptual/visuospatial judgments, and are argued to reflect dominance of right hemisphere processing. It remains unclear whether reading direction can also account for the bias effect. Previous studies comparing readers of languages read from left to right with those read from right to left (e.g., French vs. Hebrew) have obtained inconsistent results. As a language that can be read from left to right or from right to left, Chinese provides a unique opportunity for a within-culture examination of reading direction effects. Chinese participants performed a perceptual judgment task (with both face and Chinese character stimuli; Experiment 1) and two visuospatial attention tasks (the greyscales and line bisection tasks; Experiment 2) once before and once after a reading task, in which they read Chinese passages either from left to right or from right to left for about 20 min. After reading from right to left, participants showed significantly reduced left-side bias in Chinese character perceptual judgments but not in the other three tasks. This effect suggests that the role of reading direction on different forms of left-side bias may differ, and its modulation may be stimulus-specific.

Previous research on cross-culture comparisons found that Western cultures tend to value independence and the self is construed as an autonomous individual, while Eastern cultures value interdependence and self-identity is perceived as embedded among friends and family members ( Markus and Kitayama, 1991 ). The present experiment explored these cultural differences in the context of a paradigm developed by Sui et al. (2012) , which found a bias toward the processing of self-relevant information using perceptual matching tasks. In this task, each neutral shape (i.e., triangle, circle, square) is associated with a person (i.e., self, friend, stranger), and faster and more accurate responses were found to formerly neutral stimuli tagged to the self compared to stimuli tagged to non-self. With this paradigm, the current study examined cross-cultural differences in the self-bias effect between participants from Hong Kong and the United Kingdom. Results demonstrated a reliable self-bias effect across groups consistent with previous studies. Importantly, a variation was identified in a larger self-bias toward stranger-associated stimuli in the United Kingdom participants than the Hong Kong participants. This suggested the cultural modulation of the self-bias effect in perceptual matching.

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