In the present research, we took advantage of geometric morphometrics to propose a data-driven method for estimating the individual degree of facial typicality/distinctiveness for cross-cultural (and other cross-group) comparisons. Looking like a stranger in one’s home culture may be somewhat stressful. The same facial appearance, however, might become advantageous within an outgroup population. To address this fit between facial appearance and cultural setting, we propose a simple measure of distinctiveness/typicality based on position of an individual along the axis connecting the facial averages of two populations under comparison. The more distant a face is from its ingroup population mean toward the outgroup mean the more distinct it is (vis-à-vis the ingroup) and the more it resembles the outgroup standards. We compared this new measure with an alternative measure based on distance from outgroup mean. The new measure showed stronger association with rated facial distinctiveness than distance from outgroup mean. Subsequently, we manipulated facial stimuli to reflect different levels of ingroup-outgroup distinctiveness and tested them in one of the target cultures. Perceivers were able to successfully distinguish outgroup from ingroup faces in a two-alternative forced-choice task. There was also some evidence that this task was harder when the two faces were closer along the axis connecting the facial averages from the two cultures. Future directions and potential applications of our proposed approach are discussed
