Facial display of environmental policy uncertainty

Although much attention has been given to research reflecting the issue of human perception, a limited number of studies have utilized the human face as a mechanism for displaying perceptual data. This article illustrates the use of computer-generated cartoon faces as a method of portraying that data. It also demonstrates the use of this method in detecting perceptions among market drivers toward environmental protection policies. Guided by the Chernoff Faces, data from market drivers are mapped into cartoon faces which reflect perceptual expressions of the policies.The author is grateful to Dr. Morris Wilhelm, Dr. James Bowden, and Dr. James Clevenger for their constructive criticism and support and to the anonymous reviewers of theJournal of Business and Psychology for their very incisive comments.