Attentiveness to eyes predicts generosity in a reputation-relevant context

Eyes play a vital role in human social interactions. In fact, some prior work indicates that simply the presence of eyes or eye-like stimuli increases people's prosocial behavior, arguably because the eyes serve as cues of being watched and thus elicit reputational concerns. The current study was designed to address two questions in this regard. First, we examined how salient the eyes are among the human features. Second, we asked whether individual differences in attentiveness to eyes (but not other human features such as ears or hands) are predictive of reputation-enhancing behavior. Using an eye-tracking paradigm, we found that participants looked longest to eyes compared to other human features. Critically, greater attentiveness to eyes correlated with greater generosity on a donation task, but only in a reputation-relevant context (i.e., when donations were public but not when they were anonymous). Attentiveness to other human features did not predict donation behavior. Eyes are thus an especially salient human feature, and attentiveness to eyes may signal individuals' concerns about their reputations.