The directional flow of visual information transfer between pedestrians.

Close behavioural coupling of visual orientation may provide a range of adaptive benefits to social species. In order to investigate the natural properties of gaze-following between pedestrians, we displayed an attractive stimulus in a frequently trafficked corridor within which a hidden camera was placed to detect directed gaze from passers-by. The presence of visual cues towards the stimulus by nearby pedestrians increased the probability of passers-by looking as well. In contrast to cueing paradigms used for laboratory research, however, we found that individuals were more responsive to changes in the visual orientation of those walking in the same direction in front of them (i.e. viewing head direction from behind). In fact, visual attention towards the stimulus diminished when oncoming pedestrians had previously looked. Information was therefore transferred more effectively behind, rather than in front of, gaze cues. Further analyses show that neither crowding nor group interactions were driving these effects, suggesting that, within natural settings gaze-following is strongly mediated by social interaction and facilitates acquisition of environmentally relevant information.