Neurophysiological Evidence for Semantic Processing of Irrelevant Speech and Own-Name Detection in a Virtual Café.

The well-known "cocktail party effect" refers to incidental detection of salient words, such as one's own-name, in supposedly unattended speech. However, empirical investigation of the prevalence of this phenomenon and the underlying mechanisms has been limited to extremely artificial contexts and has yielded conflicting results. We introduce a novel empirical approach for revisiting this effect under highly ecological conditions, by immersing participants in a multisensory Virtual Café and using realistic stimuli and tasks. Participants (32 female, 18 male) listened to conversational speech from a character at their table, while a barista in the back of the café called out food orders. Unbeknownst to them, the barista sometimes called orders containing either their own-name or words that created semantic violations. We assessed the neurophysiological response-profile to these two probes in the task-irrelevant barista stream by measuring participants' brain activity (EEG), galvanic skin response and overt gaze-shifts. We found distinct neural and physiological responses to participants' own-name and semantic violations, indicating their incidental semantic processing despite being task-irrelevant. Interestingly, these responses were covert in nature and gaze-patterns were not associated with word-detection responses. This study emphasizes the nonexclusive nature of attention in multimodal ecological environments and demonstrates the brain's capacity to extract linguistic information from additional sources outside the primary focus of attention.