Native Chinese readers' eye movements were monitored as they read text that did or did not demark word boundary information. In Experiment 1, sentences had 4 types of spacing: normal unspaced text, text with spaces between words, text with spaces between characters that yielded nonwords, and finally text with spaces between every character. The authors investigated whether the introduction of spaces into unspaced Chinese text facilitates reading and whether the word or, alternatively, the character is a unit of information that is of primary importance in Chinese reading. Global and local measures indicated that sentences with unfamiliar word spaced format were as easy to read as visually familiar unspaced text. Nonword spacing and a space between every character produced longer reading times. In Experiment 2, highlighting was used to create analogous conditions: normal Chinese text, highlighting that marked words, highlighting that yielded nonwords, and highlighting that marked each character. The data from both experiments clearly indicated that words, and not individual characters, are the unit of primary importance in Chinese reading.

We review the literature on the relation between narcissism and consumer behaviour. Consumer behaviour is sometimes guided by self-related motives (e.g., self-enhancement) rather than by rational economic considerations. Narcissism is a case in point. This personality trait reflects a self-centred, self-aggrandizing, dominant, and manipulative orientation. Narcissists are characterised by exhibitionism and vanity, and they see themselves as superior and entitled. To validate their grandiose self-image, narcissists purchase high-prestige products (i.e., luxurious, exclusive, flashy), show greater interest in the symbolic than utilitarian value of products, and distinguish themselves positively from others via their materialistic possessions. Our review lays the foundation for a novel methodological approach in which we explore how narcissism influences eye movement behaviour during consumer decision-making. We conclude with a description of our experimental paradigm and report preliminary results. Our findings will provide insight into the mechanisms underlying narcissists’ conspicuous purchases. They will also likely have implications for theories of personality, consumer behaviour, marketing, advertising, and visual cognition.

Eye movements of native Chinese readers were monitored when they read sentences containing single-character target words orthogonally manipulated for frequency and visual complexity (number of strokes). Both factors yielded strong main effects on skipping probability but no interaction, with readers skipping visually simple and high frequency words more often. However, an interaction between frequency and complexity was observed on the fixation times on the target words with longer fixations for the low frequency, visually complex words. The results demonstrate that visual complexity and frequency have independent influences on saccadic targeting behaviour during Chinese reading but jointly influence fixation durations and that these two factors differently impact fixation durations and saccade targeting during reading.