Recent research has revealed two different eye movement patterns during face recognition: holistic and analytic. The present study investigated the neural correlates of these two patterns through functional magnetic resonance imaging (fMRI). A more holistic pattern was associated with more activation in the face-selective perceptual areas, including the occipital face area and fusiform face are...

The influence of motivation on attentional scope was investigated using two triad classification tasks. Both tasks allowed subjects to make holistic matches or analytic matches. One of two situational regulatory focus states (promotion, prevention) was induced in subjects before completion of the triad tasks. It was predicted that a promotion focus would engender a preference for holistic match...

The two common strategies for learning categories can be characterized as holistic categorization and analytic categorization. In holistic categorization, which is also called exemplar-based categorization, people rely on global similarity between items across all or most of their attributes. In analytic categorization, which is also called rule-based categorization, people learn to identify th...

Category similarity and benefit similarity have been identified as two important factors that determine a brand extension’s success. However, which of these two factors has a greater impact on consumers’ evaluations has received little attention. This study posits that the relative advantages are moderated by people’s style of thinking – holistic versus analytic. Specifically, analytic (holisti...

Learning to read puts evolutionary established speech and visual object recognition functions to novel use. As we previously showed, this leads to particular rearrangements and differentiations in these functions, for instance the habitual preference for holistic perceptual organization in visual object recognition and its suppression in perceiving letters. We performed the experiment in which ...