Beyond the beauty of occlusion: medical masks increase facial attractiveness more than other face coverings

The sanitary-mask effect (Miyazaki and Kawahara in Jpn Psychol Res 58(3):261–272, 2016) is the finding that medical face masks prompt an image of disease and thus result in lower ratings of facial attractiveness of the wearer. However, during the COVID-19 pandemic, medical masks have been found to increase attractiveness (Patel et al. in Plast Reconstruct Surg Glob Open 8(8), 2020) although this could have been a general effect of occlusion. To further explore this issue, female participants were presented with a series of male faces of low or high attractiveness that were occluded with a medical mask, cloth mask, book or not occluded and asked to rate them on attractiveness. The results show that faces were considered as most attractive when covered by medical masks and significantly more attractive when occluded with cloth masks than when not occluded. Contrary to expectation, base attractiveness did not interact with the type of occlusion, suggesting that this is not simply due to occlusion of negative features. The present findings are contrary to the sanitary-mask effect and explanations in terms of social desirability, and the association of medical masks with caregiving professions is explored.

Electrophysiological Correlates of Shyness Affected by Facial Attractiveness

Previous neurological studies of shyness have focused on the hemispheric asymmetry of alpha spectral power. To the best of our knowledge, few studies have focused on the interaction between different frequencies bands in the brain of shyness. Additionally, shy individuals are even shyer when confronted with a group of people they consider superior to them. This study aimed to reveal the neural basis of shy individuals using the delta-beta correlation. Further, it aimed to investigate the effect of evaluators’ facial attractiveness on the delta-beta correlation of shyness during the speech anticipation phase. We recorded electroencephalogram (EEG) activity of 94 participants during rest and anticipation of the public speaking phase. Moreover, during the speech anticipation phase, participants were presented with high or low facial attractiveness. The results showed that, as predicted, the delta-beta correlation in the frontal region was more robust for high shyness than for low shyness during the speech anticipation phase. However, no significant differences were observed in the delta-beta correlation during the baseline phase. Further exploration found that the delta-beta correlation was more robust for high facial attractiveness than low facial attractiveness in the high shyness group. However, no significant difference was found in the low-shyness group. This study suggests that a stronger delta-beta correlation might be the neural basis for shy individuals. Moreover, high facial attractiveness might enhance the delta-beta correlation of high shyness in anticipation of public speaking.

How Facial Attractiveness Affects Time Perception: Increased Arousal Results in Temporal Dilation of Attractive Faces

Time perception plays a fundamental role in people’s daily life activities, and it is modulated by changes in environmental contexts. Recent studies have observed that attractive faces generally result in temporal dilation and have proposed increased arousal to account for such dilation. However, there is no direct empirical result to evidence such an account. The aim of the current study, therefore, was to clarify the relationship between arousal and the temporal dilation effect of facial attractiveness by introducing a rating of arousal to test the effect of arousal on temporal dilation (Experiment 1) and by regulating arousal via automatic expression suppression to explore the association between arousal and temporal dilation (Experiment 2). As a result, Experiment 1 found that increased arousal mediated the temporal dilation effect of attractive faces; Experiment 2 showed that the downregulation of arousal attenuated the temporal dilation of attractive faces. These results highlighted the role of increased arousal, which is a dominating mechanism of the temporal dilation effect of attractive faces.

Facial threat affects trust more strongly than facial attractiveness in women than it does in men

Trust is essential in initiating social relationships. Due to the differential evolution of sex hormones as well as the fitness burdens of producing offspring, evaluations of a potential mating partner’s trustworthiness likely differ across sexes. Here, we explore unknown sex-specific effects of facial attractiveness and threat on trusting other-sex individuals. Ninety-three participants (singles; 46 women) attracted by the other sex performed an incentivized trust game. They had to decide whether to trust individuals of the other sex represented by a priori-created face stimuli gradually varying in the intensities of both attractiveness and threat. Male and female participants trusted attractive and unthreatening-looking individuals more often. However, whereas male participants’ trust behavior was affected equally by attractiveness and threat, female participants’ trust behavior was more strongly affected by threat than by attractiveness. This indicates that a partner’s high facial attractiveness might compensate for high facial threat in male but not female participants. Our findings suggest that men and women prioritize attractiveness and threat differentially, with women paying relatively more attention to threat cues inversely signaling parental investment than to attractiveness cues signaling reproductive fitness. This difference might be attributable to an evolutionary, biologically sex-specific decision regarding parental investment and reproduction behavior.

Facial Beauty and the Medial Orbitofrontal Cortex

Faces are a highly privileged class of stimuli in humans, and facial attractiveness is a particularly salient attribute of faces that can exert considerable influence on the behavior of others. In the 2003 paper discussed in this chapter, the authors aimed to investigate the neural correlates of facial attractiveness in the brain, hypothesizing that attractive faces would recruit basic reward circuits, especially the orbitofrontal cortex. Consistent with their hypothesis, they found robust engagement of the orbitofrontal cortex to attractive faces and, moreover, that this response was enhanced if a face exhibited a smiling expression. Taken together, these results suggest that facial attractiveness and cues signaling positive social feedback can robustly recruit the brain’s reward circuitry, positioning attractive faces alongside other basic rewards while also aligning attractive faces with other aesthetically pleasing stimuli that engage similar circuits such as works of art.

Neural Responses to Facial Attractiveness in the Judgments of Moral Goodness and Moral Beauty

The judgments of moral goodness and moral beauty objectively refer to the perception and evaluation of moral traits, which are generally influenced by facial attractiveness. For centuries, people have equated beauty with the possession of positive qualities, but it is not clear whether the association between beauty and positive qualities exerts a similarly implicit influence on people`s responses to moral goodness and moral beauty, how it affects those responses, and what is the neural basis for such an effect. The present study is the first to examine the neural responses to facial attractiveness in the judgments of moral goodness and moral beauty. We found that beautiful faces in both moral judgments activated the left ventral occipitotemporal cortices sensitive to the geometric configuration of the faces, demonstrating that both moral goodness and moral beauty required the automatic visual analysis of geometrical configuration of attractive faces. In addition, compared to beautiful faces during moral goodness judgment, beautiful faces during moral beauty judgment induced unique activity in the ventral medial prefrontal cortex and midline cortical structures involved in the emotional-valenced information about attractive faces. The opposite comparison elicited specific activity in the left superior temporal cortex and premotor area, which play a critical role in the recognition of facial identity. Our results demonstrated that the neural responses to facial attractiveness in the process of higher order moral decision-makings exhibits both task-general and task-specific characteristics. Our findings contribute to the understanding of the essence of the relationship between morality and aesthetics.

What is good is beautiful (and what isn’t, isn’t): How moral character affects perceived facial attractiveness

A well-documented “beauty-is-good” stereotype is expressed in the expectation that physically attractive people have more positive characteristics. Recent evidence also finds that unattractive faces are associated with negative character inferences. Is what is good (bad) also beautiful (ugly)? Whether this conflation of aesthetic and moral values is bidirectional is not known. This study tested the hypothesis that complementary “good-is-beautiful” and “bad-is-ugly” stereotypes bias aesthetic judgments. Using highly controlled face stimuli, this pre-registered study examined whether moral character influences perceptions of attractiveness for different ages and sexes of faces. Compared to faces paired with non-moral vignettes, those paired with prosocial vignettes were rated significantly more attractive, confident, and friendlier. The opposite pattern characterized faces paired with antisocial vignettes. A significant interaction between vignette type and the age of the face was detected for attractiveness. Moral transgressions affected attractiveness more negatively for younger than older faces. Sex-related differences were not detected. These results suggest information about moral character affects our judgments about facial attractiveness. Better people are considered more attractive. These findings suggest that beliefs about moral goodness and physical beauty influence each other bidirectionally.

EXPRESS: Identifying with the Beautiful: Facial attractiveness effects on unisensory and multisensory self-other distinction

People tend to evaluate their own traits and abilities favourably and such favourable self-perceptions extend to attractiveness. However, the exact mechanism underlying this self-enhancement bias remains unclear. One possibility could be the identification with attractive others through blurring of self-other boundaries. Across two experiments, we used the enfacement illusion to investigate the effect of others’ attractiveness in the multisensory perception of the self. In Experiment 1 (N=35), participants received synchronous or asynchronous interpersonal visuo-tactile stimulation with an attractive and non-attractive face. In Experiment 2 (N=35), two new faces were used and spatial incοngruency was introduced as a control condition. The results showed that increased ratings of attractiveness of an unfamiliar face lead to blurring of self-other boundaries, allowing the identification of our psychological self with another's physical self and, specifically, their face, and this seems to be unrelated to perceived own attractiveness. The effect of facial attractiveness on face ownership showed dissociable mechanisms, with multisensory integration modulating the effect on similarity but not identification, an effect that may be purely based on vision. Overall, our findings suggest that others’ attractiveness may lead to positive distortions of the self. This research provides a psychophysical starting point for studying the impact of others' attractiveness on self-face recognition, which can be particularly important for individuals with malleable, embodied self-other boundaries and body image disturbances.