“Fake it till you feel it” is one way of coping with a lack of confidence or masking negative emotions: just smile and keep your head held high, and eventually you’ll feel better. Right? As it turns out, this strategy may backfire, causing people who “fake it” to associate smiling with both happiness and unhappiness. If you are someone who smiles when you’re happy, then smiling is likely to make you feel better. If not, don’t force it.