Indeed, when I refer to the brain’s “preference” for eye contact, I am speaking of its “preferential” directing of attention and resources to processing that stimulus (the eye contact), rather than the individual person’s “liking” of the stimulus. There is a distinction between the person’s preference (i.e., individual likes and dislikes, which could involve more complex networks of brain activation) and the brain’s “preference” (which here I use to refer to where the brain “chooses” (again note a difference here between the individual’s “choice” and the brain’s “choice”) to direct its attention and resources). The brain “prefers” eye contact to the extent that it quickly mobilizes its attention and resources to process the direct eye gaze.

When the brain puts its resources into processing something, it can come at the expense of other types of information processing. So it makes sense that it would be more difficult to concentrate on other types of mental problem-solving while looking at someone (as described in the article .

In Western, particularly North American culture, eye contact is taught as being very important in all situations whereas in other cultures it is not the case. For example, Russians consider eye contact to be intimate and therefore impolite among strangers. In Islam, eye contact between members of opposite sexes is considered sinful.

It’s not surprising that eye contact “directs the brain to put more of its emotional resources into processing that face”, but saying that the brain “prefers” direct attention is a leap.

On a related topic, it has also been found that eye contact makes it more difficult to concentrate and process information. (http://news.bbc.co.uk/2/hi/uk_news/education/4602178.stm)