Similar Choices, Different Attention: Cross-Modal Associations in Humans and Vision-Language Models

Sumin Hong, Katsumi Ibaraki, Renee Shi, David Chiang, Toby Jia-Jun Li

Cross-modal associations are systematic pairings of features across modalities, such as the association of 'bouba' with round shapes and 'kiki' with sharp shapes. Prior work has compared humans and vision-language models (VLMs) on such associations, but often using different stimuli or tasks between humans and models. Here, we ask whether VLMs align with humans not only in choices, but also in where they look when making those choices. We study both VLMs and humans (N = 53), presenting them with the same stimuli, a pseudo-word and two images, and record participants' choices and eye movements, which we release. We find choice alignment in a few larger VLMs, but their saliency matches human gaze less closely than a center-bias baseline, a fixed Gaussian at the center of each image. Fine-tuning small VLMs on human choices brings their choice alignment to the level of a human majority-vote reference on unseen words and images, yet their attention still matches human gaze less closely than this baseline. Training model attention on human gaze raises attention-gaze correlation without improving choice alignment, and a single average gaze map per image position raises it by a similar…