FIGURE 16.9 Culture and context effects What is above the woman’s head? In one classic study, nearly all the rural East Africans questioned said the woman was balancing a metal box or can on her head and that the family was sitting under a tree. Westerners, for whom corners and boxlike architecture were more common, were more likely to perceive the family as being indoors, with the woman sitting under a window (Gregory & Gombrich, 1973).