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Journal of Cross-Cultural Psychology
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Mapping Expressive Differences Around the World

The Relationship Between Emotional Display Rules and Individualism Versus Collectivism

David Matsumoto

San Francisco State University, dm{at}sfsu.edu

Seung Hee Yoo

Yale University

Johnny Fontaine

Ghent University, Belgium

Despite the importance of the concept of cultural display rules in explaining cultural differences in emotional expression and despite the fact that it has been more than 30 years since this concept was coined, there is yet to be a study that surveys display rules across a wide range of cultures. This article reports such a study. More than 5,000 respondents in 32 countries completed the Display Rule Assessment Inventory. The authors examined five hypotheses concerning the relationship between display rules and individualism-collectivism (IC). The findings indicated the existence of several universal effects, including greater expression toward in-groups versus out-groups, and an overall regulation effect. Individualistic and collectivistic cultures differed on overall expressivity endorsement and in norms concerning specific emotions in in-group and out-group situations.

Key Words: display rules • emotion • expression • individualism—collectivism • cultural norms

Journal of Cross-Cultural Psychology, Vol. 39, No. 1, 55-74 (2008)
DOI: 10.1177/0022022107311854
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