Research suggests that culture influences how people perceive the world, which extends to memory specificity, or how much perceptual detail is remembered. The present study investigated cross-cultural differences (Americans vs. East Asians) at the time of encoding in the neural correlates of specific vs. general memory formation. Participants encoded photos of everyday items in the scanner and 48 hours later completed a surprise recognition test. The recognition test consisted of same (i.e., previously seen in scanner), similar (i.e., same name, different features), or new photos (i.e., items not previously seen in scanner). For Americans compared to East Asians, we predicted greater activation in the hippocampus and right fusiform for specific memory at recognition, as these regions were implicated previously in encoding perceptual details. Results revealed that East Asians activated the left fusiform and left hippocampus more than Americans for specific vs. general memory. Follow-up analyses ruled out alternative explanations of retrieval difficulty and familiarity for this pattern of cross-cultural differences at encoding. Results overall suggest that culture should be considered as another individual difference that affects memory specificity and modulates neural regions underlying these processes.

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A growing body of evidence suggests culture influences how individuals perceive the world around them. This study investigates whether these cultural differences extend to a simple object viewing task and visual cortex by examining voxel pattern representations with multi-voxel pattern analysis (MVPA). During functional magnetic resonance imaging scanning, 20 East Asian and 20 American participants viewed photos of everyday items, equated for familiarity and conceptual agreement across cultures. Whole brain searchlight mapping with non-parametric statistical evaluation tested whether these stimuli evoked multi-voxel patterns that were distinct between cultural groups. We found that participants’ cultural identities were successfully predicted from stimuli representations in visual cortex Brodmann areas 18 and 19. This result demonstrates culturally specialized visual cortex during a basic perceptual task ubiquitous to everyday life.

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