A formal analysis of ratings of physical attractiveness: Successive contrast and simultaneous assimilation

Photographs of faces were presented in a series, either singly or in pairs, for ratings of physical attractiveness. In Experiment 1, faces were presented singly, and both the range and relative frequencies of physical attractiveness (on baseline scaling) were manipulated experimentally. The same face elicited higher ratings when less attractive faces predominated in the experimental series, successive contrast. Increasing the number of available categories resulted in higher ratings but did not reduce the amount of successive contrast. Both range and skewing effects were in accordance with a range-frequency model that permits the subjective range to vary with number of categories. In Experiment 2, faces were presented in pairs. The same face now elicited lower ratings when presented simultaneously with a less attractive face, simultaneous assimilation. Successive contrast was again observed between pairs and was greater for 5- than for 101-point rating scales. A model that uses the judgments resulting from a range-frequency compromise as the stimulus values for integration within pairs provides the best account of how both contrast and assimilation occur within the same experimental session. Alternative interpretations of the observed contrast and assimilation were discussed.