Context effects on the perceived physical attractiveness of faces

Four experiments were conducted to study the nature of context effects on the perceived physical attractiveness of faces. In Experiment 1, photos of faces scaled on attractiveness were presented in sets of three, with target faces appearing in the middle flanked by two context faces. The target faces were of average attractiveness, with the context faces being either high, average, or low in attractiveness. The effect of the context was one of assimilation, rather than contrast, regardless of whether the persons in the photos were portrayed to be associated. This result was interpreted in terms of a “generalized halo effect” for judgments of the physical attractiveness of stimuli within a group. Presenting the persons of a set as friends enhanced the perceived attractiveness of the target face but only when the context did not contain a face of low attractiveness. In Experiment 2, the assimilation effect was observed to carry over to influence ratings of the target faces several minutes after the context faces had been removed. Experiment 3 showed the assimilation effect to be robust regardless of whether the context was composed of two faces or one, but Experiment 4 showed the assimilation effect to be evident only when the context faces were presented simultaneously with the target.