Culture and Emotion

We present here new evidence of cross-cultural agreement in the judgement of facial expression. Subjects in 10 cultures performed a more complex judgment task than has been used in previous cross-cultural studies. Instead of limiting the subjects to selecting only one emotion term for each expression, this task allowed them to indicate that multiple emotions were evident and the intensity of each emotion. Agreement was very high across cultures about which emotion was the most intense. The 10 cultures also agreed about the second most intense emotion signaled by an expression and about the relative intensity among expressions of the same emotion. However, cultural differences were found in judgments of the absolute level of emotional intensity.

Goals with a promotion focus versus a prevention focus are distinguished. Chronic ideal goals (hopes and aspirations) have a promotion focus, whereas ought goals (duties and responsibilities) have a prevention focus. The hypothesis that emotional responses to goal attainment vary as a function of promotion versus prevention goal strength (conceptualized as goal accessibility) was tested in correlational studies relating chronic goal attainment (self-congruencies or self-discrepancies) to emotional frequency and intensity (Studies 1-3) and in an experimental study relating immediate goal attainment (i.e., success or failure) to emotional intensity (Study 4). All studies found that goal attainment yielded greater cheerfulness-dejection responses when promotion focus was stronger and greater quiescence-agitation responses when prevention focus was stronger.

The psychological and anthropological literature on cultural variations in emotions is reviewed. The literature has been interpreted within the framework of a cognitive-process model of emotions. Both cross-cultural differences and similarities were identified in each phase of the emotion process; similarities in 1 phase do not necessarily imply similarities in other phases. Whether cross-cultural differences or similarities are found depends to an important degree on the level of description of the emotional phenomena. Cultural differences in emotions appear to be due to differences in event types or schemas, in culture-specific appraisal propensities, in behavior repertoires, or in regulation processes. Differences in taxonomies of emotion words sometimes reflect true emotion differences like those just mentioned, but they may also just result from differences in which emotion-process phase serves as the basis for categorization.