Jerusalem, 7 January, 2026 (TPS-IL) — Facial expressions may reveal more about human preferences than previously understood. A new study has found that the degree to which people unconsciously mimic the facial expressions of others can predict their choices, sometimes even before conscious decisions are made, Tel Aviv University announced.
The study — led by doctoral student Liron Amihai in the lab of Prof. Yaara Yeshurun, with collaborators Elinor Sharvit, Hila Man, and Prof. Yael Hanein — challenges the long-held view that facial mimicry functions primarily as a social tool for politeness or empathy, showing instead that it is an integral component of preference formation and decision-making.
The findings were published in the peer-reviewed Communications Psychology.
In the study, participants engaged in pairs where one person described two films while the other listened and later indicated which film they preferred. Using specialized technology to track subtle facial micro-movements, the researchers found that listeners consistently favored the option during which they had mimicked the speaker’s positive expressions most strongly. This effect occurred even when participants were explicitly instructed to make a choice based on personal taste rather than the speaker’s behavior.
“Facial mimicry between people — not just a person’s facial expression on its own — can predict what someone will prefer in a realistic social interaction,” Amihai told The Press Service of Israel. In pairs where one participant read aloud two movie synopses to the other, “the listener’s mimicry toward the reader predicted her eventual choice, whereas the listener’s facial expressions per se did not predict which synopsis she chose.”
The study demonstrated that this mimicry occurs automatically, before conscious evaluation. “Participants are not simply listening to a story — they are being ‘swept’ toward the speaker through facial mimicry, and this muscular feedback can influence decisions,” Amihai explained. “This mimicry often happens without awareness and can predict which option will be preferred long before it is articulated verbally. Facial mimicry, therefore, is not merely a polite gesture but also a component of the decision-making system.”
In a second phase, participants listened to an actress reading movie summaries using audio only. Remarkably, even without visual cues, listeners still exhibited facial responses corresponding to a “smile in the voice,” and this mimicry predicted their choices. “This indicates that voice-only settings — such as phone calls, podcasts, or voice agents — can elicit subtle embodied responses that shape preferences,” Amihai told TPS-IL.
The research team explained that facial mimicry functions as an internal signal that the brain uses to evaluate options and form preferences. “It likely serves as an implicit ‘agreement’ signal — a fast, embodied response that accompanies evaluation while preferences are still forming,” Amihai told TPS-IL.
Insights from the study could have practical applications in marketing and user experience. By tracking subtle facial mimicry, companies and designers can better understand consumer preferences and emotional responses to advertisements, products, or interactive content. This approach could inform the design of campaigns, websites, or apps, helping creators craft experiences that naturally resonate with audiences without asking direct questions.
The research also has potential applications in social development, particularly for autistic children. The team is developing platforms to help children recognize and practice mimicry skills, which are essential for forming friendships, navigating social interactions, and understanding others. Strengthening these skills may support improved social engagement and emotional understanding in contexts that can otherwise be challenging.
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