| Abstract: | Humans are exquisitely sensitive to beauty: it plays a primary role in impression formation and influences subsequent judgements, favouring the beautiful. Why? This paper examines the factors underlying beauty's effect on the mind of the beholder. First we review the evolutionary importance of beauty, including its role as reward, before focusing on the impact of beauty on attention and the influence of motivational state. The research reviewed demonstrates the evolutionary importance of beauty as an implicit cue indexing genotypic and phenotypic quality: as a preference for beauty is highly adaptive, the brain has evolved to activate neural networks associated with reward in response to beautiful faces (e.g., orbitofrontal cortex, nucleus accumbens, ventral striatum). Not surprisingly then, beauty holds privileged attentional status: even when attention is consciously engaged elsewhere, beauty alters attentional deployment rapidly, effortlessly and unconsciously, capturing attention even when beauty falls outside the focus of conscious attention or a region of high visual acuity. Motivational context also influences attentional adhesion to beauty, with perceiver gender, relationship status and sociosexual orientation all influencing attentional capture. Overall, the research confirms that beauty holds privileged attentional status, in keeping with its evolutionary importance; beauty truly does capture the mind of the beholder. |
