Social inferences from faces as a function of the left-to-right movement continuum

Mendonça, Rita; Garrido, Margarida Vaz; Semin, Gün R.

http://hdl.handle.net/10400.12/7766

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Authors

Mendonça, Rita

Garrido, Margarida Vaz

Semin, Gün R.

Abstract(s)

We examined whether reading and writing habits known to drive agency perception also shape the attribution of other agency-related traits, particularly for faces oriented congruently with script direction (i.e., left-to-right). Participants rated front-oriented, left-oriented and right-oriented faces on 14 dimensions. These ratings were first reduced to two dimensions, which were further confirmed with a new sample: power and social-warmth. Both dimensions were systematically affected by head orientation. Right-oriented faces generated a stronger endorsement of the power dimension (e.g., agency, dominance), and, to a lesser extent, of the social-warmth dimension, relative to the left and frontal-oriented faces. A further interaction between the head orientation of the faces and their gender revealed that front-facing females, relative to front-facing males, were attributed higher social-warmth scores, or communal traits (e.g., valence, warmth). These results carry implications for the representation of people in space particularly in marketing and political contexts. Face stimuli and respective norming data are available at www.osf.io/v5jpd.