Is memory for head orientation based on a left-looking schema?

Research has shown that people misremember right-looking heads on coins as facing to the left, suggesting a general memory schema that favors left-lookers. This hypothesis was investigated in a study of 241 subjects in three experiments who were shown photographs of faces looking to the left, to the right, or at the observer and were later asked to identify whether each one had subsequently been left-right reversed. Also, in Experiments 2 and 3, respectively, initial judgments of liking and of orientation were obtained. Unexpectedly, orientation memory accuracy was lower after a 5-s exposure than after a 1-s exposure, and after initial judgments of lateral orientation than after judgments of liking. Although the difference between left- and right-lookers was significant in only 2 of 14 comparisons, aggregated data showed that identification accuracy was generally higher for left-lookers, with a mean effect size of 0.16. Although small, this difference is consistent with the hypothesis of a left-looking schema for heads.