American-Japanese cultural differences in judgements of expression intensity and subjective experience

A number of studies have reported cultural differences in intensity ratings of facial expressions of emotion. In the previous research, however, observers made only a single intensity rating; thus, it was not clear whether observers rated the external display, or made an inference about the subjective experience of the poser. In this study, we obtained these two intensity ratings separately from American and Japanese observers. Results indicated that Americans perceived greater intensity in display, but Japanese inferred greater intensity of subjective experience. When examined within-culture, Americans rated display more intensely than subjective experience, whereas there was no difference between the two ratings for the Japanese. We discuss these findings in relation to the concept of cultural decoding rules, and outline an agenda for future research that examines the exact nature of these rules, the relationship between decoding, display rules and self-construals, and the role of context in judging emotion.