On the context dependence of emotion displays: Perceptions of gold medalists’ expressions of pride

In spite of various claims for cross-cultural differences in the experience of pride, studies on the expression of pride have revealed few cross-cultural differences. Five studies using archival data from Olympic and national championships do show cross-cultural differences in the expression of pride and other positive emotions in pride-eliciting contexts, contingent on the social context of the expression, notably the in-group or out-group status of the audience. Chinese gold medalists were perceived to express less pride than American medalists when outperforming in-group competitors; when outperforming out-group members, however, no or smaller cross-cultural differences were observed. These findings are important because they indicate that cultural norms about emotion expression may be activated only in situations in which they serve a function in coordinating people's behaviour.