tl;dr – In terms of the subject at hand, Brazilians don’t hide how they feel while Americans disguise how they feel.
In the few years I’ve spent in Brazil, I’ve noticed something interesting about how employees (who deal with the customer) act if said customer talks badly of their place of work or of their brand. The typical employee response? “I don’t care…at all.” This isn’t a verbal response, despite my quotation marks, it’s more in the body language and facial expression. I almost want to say the employee is even possibly on the side of the customer in thinking their job, brand or some product sold by the brand sucks (when, in certain instances, it so happens that it does suck). It’s as if the employee thinks, “hey, I just work here, if something isn’t right, it’s not my problem.” Being more specific, I notice this mostly in supermarkets and places where people eat. Let’s not even get into the fact that almost every…single…cashier in Brazil is slow beyond words (my theory as to why there are so many lines in Brazil. Seriously.).
In the US, as employees, we’re taught to represent the brand and/or the products being sold. To basically vouch for anything and everything to do with it. We are the face of the brand and as a customer service rep., we take all the good and the bad that is thrown at us, and we take it with a smile! (Though we talk a lot of shit when no customers are present).
Frankly, I think being made to fake it is a big bunch of BS, and my guess is that most customer reps in the US are faking it. If you don’t like your job, you shouldn’t be there (in a perfect world, I’d have it like this). I think…well, Louis CK says it rather well, although he focuses on 20 year olds (the video has cursing). Here’s a transcript if you prefer to read.