Facial Expression Intelligence Scale (FEIS): Recognizing and Interpreting Facial Expressions and Implications for Consumer Behavior

Faces provide insights into the traits and characters of individuals. For example, attractive individuals are often perceived (or stereotyped) as having more positive personality traits and successful life outcomes (Eagly et al., 1991). Similarly, Ekman and Friesen (1974) demonstrated that individuals can perceive deceptive intent from facial structure and expression. Beyond face shape, symmetry and other structural characteristics, a more interesting component of impression formation is the dynamic nature of the face. The ability to accurately identify emotions in the face has been the subject of considerable research, particularly in the area of emotional intelligence. Abilities to recognize and interpret facial expressions vary based on the individual (Mayer, Salovey, & Caruso, 2004). Several scales have been created to measure individual abilities in the recognition of emotions; one popular scale is the Mayer, Salovey, and Caruso Emotional Intelligence Test (MSCEIT). Salovey and Mayer (1990) described Emotional Intelligence as “the ability to monitor one’s own and other’s feelings and emotions, to discriminate among them and to use this information to guide one’s thinking an actions.” According to the theories of Emotional Intelligence, the degree to which people are good at monitoring their own emotions and those of others around them is likely to differ.