Ekman and Friesen (1975) found that American subjects rarely varied their reactions to a film while sitting alone and in the presence of others, however Japanese subjects were more likely to keep their reactions to a minimum in the presence of others. This has been used for evidence

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The findings suggest that there may be cultural differences in display rules, or the social norms and expectations that govern the appropriate expression and suppression of emotions in different cultures. It is not necessarily indicative of shyness or bias in the samples, and the study did provide evidence of the existence of display rules.

Ekman and Friesen (1975) Found That American Subjects Rarely Varied