American-Japanese cultural differences in attributions of personality based on smiles

Several studies have already documented how Americans and Japanese differ in both the expression and perception of facial expressions of emotion in general, and of smiles in particular. These cultural differences can be linked to differences in cultural display and decoding rules (Ekman, 1972; and Buck, 1984, respectively). The existence of these types of rules suggests that people of different cultures may hold different assumptions about social-personality characteristics, on the basis of smiling versus non-smiling faces. We suggest that Americans have come to associate more positive characteristics to smiling faces than do the Japanese. We tested this possibility by presenting American and Japanese judges with smiles or neutral faces (i.e., faces with no muscle movement) depicted by both Caucasian and Japanese male and female posers. The judges made scalar ratings of each face they viewed on four different dimensions. The findings did indicate that Americans and Japanese differed in their judgments, but not on all dimensions.David Matsumoto was supported in part by a research grant from the National Institute of Mental Health (MH 42749-01), and from a Faculty Award for Creativity, Scholarship, and Research from San Francisco State University. We would like to thank Masami Kobayashi, Fazilet Kasri, Deborah Krupp, Bill Roberts, and Michelle Weissman for their aid in our research program on emotion. We would especially like to thank the Editor for her excellent suggestions and help in conceptualizing this research.