I have realised that one major difference between Japanese and Western mentality involves the way products are presented to the public.

Movies for examples are normally the subject of ratings in European or American movie review magazines, TV programs or the Internet. Reviewers are justly called "critics" because they analyse the pros and cons of the movies by category (story, music, pictures, actors, intensity of emotions, direction, etc.) and give ratings to each of them - or at least overall.

But Japanese don't do that. Reviewing a movie usually means introducing it to the general public, so that they know about it and can go and watch it, then judge by themselves if it is good or not. They do not rate movies or criticize them, because bad reviews would prevent people from going to the theatre or buy/rent the DVD. If that is bad for business that cannot work in Japan. I was even told that critiques giving bad reviews can be sued by cinema companies in Japan (not sure if that is true, but that would be seriously against freedom of speech and press). Anyway, the Japanese I talked to found it normal not to rate movies or give bad reviews, or normal for companies to sue those who would. They seem to be very understanding of others when it comes to making money (Japanese brains are constantly switched on "money" rather than freedom, rights, etc. which is another, related, difference).

I have taken movies as an example, but that seem to work for everything. Western review magazines rate books, cars, electronics, video games, insurance companies, financial services (for individuals), or whatever can be rated.

One of the reason is that Japanese are reluctant to impose their opinions on others, or lack confidence in expressing it (because it is often more emotional than rational ?). Japanese don't like debates, because they don't like arguments. They prefer group consensus, which means trying to find the general feeling, keep in harmony with it and do like others - rather than trying to push one's ideas on others.

Japanese at best rely on popularity rather than rational analysis. It is more convincing to a Japanese to know that x million of people have already bought that particular product than to see a detailed and rational analyis with ratings.

Take the example of cars. While I have grown up in a family where it would be unthinkable to buy a car without reading anc comparing carfully all the magazine review, make a selection of the best according to cost (official price, consumption, average cost of repair for that maker, taxes for that model...), practicability (space for legs, size of the boot/trunk...), design (in and out), comfort, engine (power, reliability...), safety, options, etc., then try a few different cars at the dealer, and finally make a choice. But it seems that the average Japanese would just buy a car because a celebrity drove it in the TV commercial or because it's popular for the moment.

It is not the first time I have to say that Japanese in average think to much through their emotions than rational logic. This is probably due to lower testosterone levels, as women are usually more like that. But nationwide and across the gender, it is IMO undeniable that Japanese make more emotional than logical decisions. That also explains why almost all TV commercials in Japan show celebrities, while European ones only do when it is relevant (tennis racket CM shows famous tennis players using this brand of racket, but no need to show a TV "talento" in a cup noodle or washing powder commercial).