Eastern observers cannot inhibit their gaze to eye and nose regions in face perception.

It has been found that Western observers cannot inhibit their gaze to the eye region, even if they are told to avoid doing so when they observe face stimuli because of the importance of the eye region. However, studies indicate that the nose region is more important for face processing among Eastern observers. We used the "don't look" paradigm with Eastern observers, in which participants were told to avoid fixating on a specific region (eye, nose, and mouth). The results extend previous findings as both the eye and nose regions attracted their gaze. Interestingly, the fixation behaviors differed for the eyes and nose in terms of the time-dependent view, in which reflexive saccades to the eye with a persistent fixation to the nose were observed. The nose regions could have stronger attractiveness than previously thought.