Attention to emotion and non-Western faces: revisiting the facial feedback hypothesis.

In a modified replication of Strack, Martin, and Stepper's demonstration of the Facial Feedback Hypothesis (1988), we investigated the effect of attention to emotion on the facial feedback process in a non-western cultural setting. Participants, recruited from two universities in Ghana, West Africa, gave self-reports of their perceived levels of attention to emotion, and then completed cartoon-rating tasks while randomly assigned to smiling, frowning, or neutral conditions. While participants with low Attention to Emotion scores displayed the usual facial feedback effect (rating cartoons as funnier when in the smiling compared to the frowning condition), the effect was not present in individuals with high Attention to Emotion. The findings indicate that (1) the facial feedback process can occur in contexts beyond those in which the phenomenon has previously been studied, and (2) aspects of emotion regulation, such as Attention to Emotion can interfere with the facial feedback process.