![]() ![]() We suggest that culture could affect aesthetic evaluation of Chinese calligraphy. Non-Chinese participants were more sensitive to the features of the scripts compared with Chinese participants. Regarding eye movement, Chinese participants had fewer fixations and shorter total fixation durations, relative to non-Chinese participants. Chinese rated cursive script most fluent, pleasant, interesting, and liked it most, whereas non-Chinese liked the official script the most and rated it most interesting. ![]() Chinese participants perceived the stimuli to be more fluent than non-Chinese participants. The two groups evaluated the scripts differently and showed distinctive preferences for scripts. We adopted Pleasure-Interest Model of Aesthetic Liking (PIA Model) and measured fluency processing, affective feelings, motivational evaluation, and overall likeness as subjective measures to capture the aesthetic evaluation. We conducted an experiment with Chinese ( mean age = 22.64, SD = 2.90) and non-Chinese participants (International students from Asia, Africa, and Northern America mean age = 26.76, SD = 2.35) and investigated through subjective measures and eye-tracking measures. ![]() These scripts are representative of major artistic writing styles of Chinese characters. This study examined the aesthetic evaluation of Chinese calligraphy, a distinguished visual art in East Asia, through people’s preferences among five scripts. Investigations of non-Western art forms and non-Western subjects are needed to understand cross-cultural empirical aesthetics. ![]()
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