Attention misplaced: the role of diagnostic features in the face-inversion effect

Inversion disproportionately impairs recognition of face stimuli compared to non-face stimuli arguably due to the holistic manner in which faces are processed. A qualification is put forward in which the first point fixated upon is different for upright and inverted faces and this carries some of the face-inversion effect. Three experiments explored this possibility by using fixation crosses to guide attention to the eye or mouth region of the to-be-presented faces in different orientations. Recognition was better when the fixation cross appeared at the eye region than at the mouth region. The face-inversion effect was smaller when the eyes were cued than when the mouth was cued or when there was no cueing. The results suggest that the first facial feature attended to is important for accurate face recognition and this may carry some of the effects of inversion.