The Spill‐over Effect of Formal Bowing Motion on Subjective Facial Attractiveness1

Abstract

AbstractBowing is an act, commonly used in Japan, involving lowering the head and bending the upper body towards another person as a greeting. Studies have shown that the bowing action increases the subjective attractiveness of the face. Specifically, the attractiveness rating of a bowing 3D computer graphics model was found to be higher than those of the bending‐backward or the standing‐still conditions. However, previous studies did not manipulate the duration of the bowing action. This study examined whether the effect of bowing on the facial impression increases as the duration of bowing actions (the bending motion, the bent posture, and the return motion) was prolonged. In Experiment 1, we compared two durations of the bent posture at the peak point under the bending‐forward condition (0 or 1.5 s). In Experiment 2, we also manipulated the effect of the bowing speed (0.5 or 1 s). The results indicated that the effect of bowing on the rating scores of subjective attractiveness increased as the duration of bowing actions was prolonged. Moreover, an identical pattern of results was obtained in judgments of politeness and submissiveness. These findings suggest that the bowing effect is closely related to the cognitive schema of politeness and submissiveness, and thus the formal bowing action produces a positive evaluation by further activating this schema.