More than just a pretty face? The relationship between immune function and perceived facial attractiveness

The Effects of Live Streamer's Facial Attractiveness and Product Type on Consumer Purchase Intention: An Exploratory Study with Eye Tracking Technology

As a booming branch of online retailing, live-streaming e-commerce can present abundant information dimensions and diverse forms of expression. Live-streaming e-commerce has enabled online retailers to interact with customers face-to-face, resulting in widespread instances of emotional and impulse buying behavior. Prior research in live-streaming e-commerce has suggested that live streamers' characteristics, especially the live streamer's face, can affect customers' purchase intentions. The present research used questionnaire surveys and an eye tracking experiment to investigate the impact of live streamer's facial attractiveness on consumer purchase intention for search-based and experience-based products. The questionnaire survey analyzed 309 valid questionnaires and revealed that attractive faces are the key influencing factor driving consumers' impulse purchase intentions. Moreover, consumers' emotional experience plays a partial mediating role in the process of live streamers' faces influencing purchase intention. The eye tracking experiment further explored the mechanism of a live streamer's facial attractiveness on consumers' purchase intentions of search-based products and experience-based products from the perspective of visual attention by analyzing 64 valid sets of data. The results showed that attractive faces attract more consumers' attention and, therefore, increase their purchase intention. Furthermore, there is a significant interaction between product type, the live streamer's facial attractiveness, and consumers' purchase intentions. In the case of unattractive live streamers, consumers are more likely to buy search-based products than experience-based products, while the purchase intention does not vary between search-based products and experience-based products in the case of attractive live streamers. The present study provides evidence for 'beauty premium' in live-streaming e-commerce and sheds light on the design of the match between live streamers and different types of products.

To Enhance, or not to Enhance: The Situational Context Shapes Women's Intentions on Amount and Diligence of Makeup Application

Makeup is a tool that women use to shape their image and gain benefits in both inter- and intrasexual selection. As makeup enables the hiding or enhancing of facial features, it allows women to strategically shape impressions in a given context. It affects interpersonal perceptions, workplace impressions, and can attract romantic partners. However, research has primarily focused on examining everyday makeup use, although the amount and type of makeup can vary depending on the situation and the motivation to make an impression. In two studies, we investigated how the intended amount and application of makeup differ depending on various situational contexts. Specifically, in Study 1 (N = 533), we explored the everyday and party contexts, while in Study 2 (N = 400), we additionally introduced the contexts of mating and threat. The results show that: 1) women intend to put on more makeup in a more diligent way in party contexts compared to everyday contexts, 2) the intended diligence of makeup application is the highest in contexts were women expect an attractive man to be present, and the lowest when a threatening context is introduced, 3) these effects are partially or fully mediated by women's motivation to make an impression, and 4) neither sociosexual orientation nor appearance orientation significantly moderated the obtained effects. Our studies extend previous research on makeup application as an appearance-enhancing or worsening strategy by further investigating the signaling function of women's makeup and its strategic use in various situational contexts. We discuss the results from a functional evolutionary perspective.

Facial attractiveness in the eyes of men with high arousal

INTRODUCTION

Individuals differ in how they judge facial attractiveness. However, little is known about the role of arousal level and gender differences in individuals' facial attractiveness judgments.

METHODS

We used resting-state electroencephalogram (EEG) to investigate this issue. A total of 48 men (aged 22.5 ± 3.03 years [mean ± SD], range: 18-30 years) and 27 women (aged 20.3 ± 2.03 years [mean ± SD], range: 18-25 years) participated in the experiment. After the EEG was collected, participants were instructed to complete a facial attractiveness judgment task. Connectome-based predictive modeling was used to predict individual judgment of facial attractiveness.

RESULTS

Men with high arousal judged female faces as more attractive (M = 3.85, SE = 0.81) than did men with low arousal (M = 3.33, SE = 0.81) and women (M = 3.24, SE = 1.02). Functional connectivity of the alpha band predicted judgment of female facial attractiveness in men but not in women. After controlling for the age and variability, the prediction effect was still significant.

CONCLUSION

Our results provide neural evidence for the enhancement of the judgment of facial attractiveness in men with high arousal levels, which supports the hypothesis that individuals' spontaneous arousal contributes to variations in facial attractiveness preferences.

Individual attractiveness preferences differentially modulate immediate and voluntary attention

Physical attractiveness plays a crucial role in mate choice for both men and women. This is reflected in visual attention: people immediately attend towards and look longer at attractive faces, especially when they are motivated to find a partner. However, previous studies did not incorporate real-life dating decisions. Here, we aimed to combine attentional tasks with individual attractiveness ratings and a real-life mate choice context, namely a speed-dating paradigm. We investigated whether heterosexual non-committed young adults showed biases in immediate and voluntary attention towards attractive faces and preferred dating partners. In line with previous research, we found considerable individual differences in individual attractiveness preferences. Furthermore, our results showed that men had a bias towards attractive faces and preferred dating partners in the immediate attention task, while results for women were mixed. In the voluntary attention task, however, both men and women had an attentional bias towards attractive faces and preferred dating partners. Our results suggest that individual attractiveness preferences are good predictors of especially voluntary attention. We discuss these findings from an evolutionary perspective and suggest directions for future research.

Self-perceived Mate Value is Predicted by Biological and self-reported Indices of Health in Young Adults

Immunocompetence can influence an organism's reproductive fitness, and thus presumably their desirability as a mate (i.e., mate value). In humans, the link between immunocompetence and mate value has found circumstantial support by way of both expressed mate preferences for healthy partners, and via preferences for attractive phenotypes that are ostensibly linked to immune functioning. We examined whether a biological marker of immunocompetence, salivary immunoglobulin A (sIgA), along with self-reported frequency and severity of symptoms of poor health predicted individuals' reported mate value and mating behavior in a sample of 691 young adults. Our measures of immunocompetence (sIgA and symptoms of poor health) correlated significantly with one another, suggesting sIgA is a viable marker of general immune function in young adults. We then examined the independent contributions of these variables to mate value, controlling for age, sex, and body mass index (BMI). Results showed that sIgA (positively) and poor health (negatively) predicted mate value, but not lifetime number of sex partners or current romantic relationship status. These findings suggest that those with better health and immune function report being more desirable as mating partners but support past research showing null links to reported mating behavior. Together, these findings suggest that more comprehensive work on links between immunocompetence and mating is required.

Darwin Versus Wallace: Esthetic Evolution and Preferential Mate Choice

Dominant theorizing and research surrounding the operation of intersexual selection in evolutionary psychology tends to be guided by an adaptationist framework and aligned with models of sexual selection involving direct benefits (e.g., parental care) and indirect “good gene” and condition-dependent benefits. In this way, evolutionary psychologists more often espouse Alfred Russel Wallaces’ utilitarian viewpoint that traits become attractive because they honestly signal vigor and vitality, which gives priority to natural selection. In doing so, Darwin’s esthetic perspective originally articulated in The Descent of Man and alternative models of sexual selection (e.g., Fisherian runaway), are given less consideration. This is despite some informative reviews on the topic in evolutionary psychology. In the current conceptual analysis, we discuss the potential of Prum’s Lande-Kirkpatrick (LK) null model of sexual selection to help make sense of some of the mixed evidence regarding the links between attractive traits and purported markers of phenotypic and genetic condition. We then consider how the implications of the LK null model can help to shift theoretical assumptions and guide future work in evolutionary psychology on intersexual selection.