They were simply asked to score the emotional content of the expressions of these three men on a 21-point scale, with the lowest being “extremely negative” and the highest point on the scale “extremely positive.” The results were fascinating. Dan Rather scored 10.46—which translates to an almost perfectly neutral expression—when he talked about Mondale, and 10.37 when he talked about Reagan. He looked the same when he talked about the Republican as he did when he talked about the Democrat.
