Self-face Advantage Research Articles

Who's afraid of the boss: cultural differences in social hierarchies modulate self-face recognition in Chinese and Americans.

Human adults typically respond faster to their own face than to the faces of others. However, in Chinese participants, this self-face advantage is lost in the presence of one's supervisor, and they respond faster to their supervisor's face than to their own. While this “boss effect” suggests a strong modulation of self-processing in the presence of influential social superiors, the current study examined whether this effect was true across cultures. Given the wealth of literature on cultural differences between collectivist, interdependent versus individualistic, independent self-construals, we hypothesized that the boss effect might be weaker in independent than interdependent cultures. Twenty European American college students were asked to identify orientations of their own face or their supervisors' face. We found that European Americans, unlike Chinese participants, did not show a “boss effect” and maintained the self-face advantage even in the presence of their supervisor's face. Interestingly, however, their self-face advantage decreased as their ratings of their boss's perceived social status increased, suggesting that self-processing in Americans is influenced more by one's social status than by one's hierarchical position as a social superior. In addition, when their boss's face was presented with a labmate's face, American participants responded faster to the boss's face, indicating that the boss may represent general social dominance rather than a direct negative threat to oneself, in more independent cultures. Altogether, these results demonstrate a strong cultural modulation of self-processing in social contexts and suggest that the very concept of social positions, such as a boss, may hold markedly different meanings to the self across Western and East Asian cultures.

Why we respond faster to the self than to others? An implicit positive association theory of self-advantage during implicit face recognition.

Human adults usually respond faster to their own faces rather than to those of others. We tested the hypothesis that an implicit positive association (IPA) with self mediates self-advantage in face recognition through 4 experiments. Using a self-concept threat (SCT) priming that associated the self with negative personal traits and led to a weakened IPA with self, we found that self-face advantage in an implicit face-recognition task that required identification of face orientation was eliminated by the SCT priming. Moreover, the SCT effect on self-face recognition was evident only with the left-hand responses. Furthermore, the SCT effect on self-face recognition was observed in both Chinese and American participants. Our findings support the IPA hypothesis that defines a social cognitive mechanism of self-advantage in face recognition.

Self-face advantage is modulated by social threat – Boss effect on self-face recognition

Human adults usually respond faster to self-face than to faces of others. The self-face advantage has been associated with an implicit positive association with the self. The current work investigated whether social threats modulate self-face recognition by asking graduate students to identify orientations of self-face in a high-threat context, in which self-face and a faculty advisor’s face were presented in one block of trials, or in a low-threat context, in which self-face and a face of another faculty member were presented in one block of trials. We found a self-face advantage in the low-threat context but a self-face disadvantage in the high-threat context (i.e., slower responses to self-face compared to the advisor’s face). Moreover, the self-face disadvantage positively correlated with the degree of fear of negative evaluations from advisors. Our findings suggest that self-face recognition is strongly modulated by social interactions with influential superiors within social hierarchies.