Identifying cognitive preferences for attractive female faces: an event-related potential experiment using a study-test paradigm

Neural Mechanisms of the Conscious and Subliminal Processing of Facial Attractiveness

The purpose of this study was to investigate the neural activity evoked by facial attractiveness in conscious and subliminal conditions. The 41 participants judged facial attractiveness in a conscious condition and a subliminal condition (backward masking paradigm). The event-related potential (ERP) analysis indicated that in the conscious condition, more attractive faces elicited a longer N1 (80-120 ms) latency than less attractive faces. Moreover, more attractive female faces elicited a larger late positive component (LPC) (350-550 ms) amplitude than less attractive female faces. In the subliminal condition, more attractive faces elicited a longer P1 (140-180 ms) latency than less attractive faces. The present study demonstrated that more attractive faces evoked different early-stage ERPs from that evoked by less attractive faces in both conscious and subliminal conditions. However, the processing of facial attractiveness is obviously weakened in the subliminal condition.

Neural Correlates and Perceived Attractiveness of Male and Female Shoulder-to-Hip Ratio in Men and Women: An EEG Study

While there are studies regarding the neural correlates of human facial attractiveness, there are few investigations considering neural responses for body form attractiveness. The most prominent physical feature defining men's attractiveness is their physical fitness and upper body strength. Shoulder-to-hip ratio (SHR), a sexually dimorphic trait in humans, is an indicator of men's attractiveness for both men and women. The current study is the first to report on the neurophysiological responses to male and female body forms varying in SHR in healthy heterosexual men and women observers. Electroencephalographic (EEG) signals were acquired while participants completed an oddball task as well as a subsequent attractiveness judgement task. Behavioral results showed larger SHRs were considered more attractive than smaller SHRs, regardless of stimuli and participants' sex. The electrophysiological results for both the oddball task and the explicit judgement of attractiveness showed that brain activity related to male SHR body stimuli differed depending on the specific ratios, both at early and late processing stages. For female avatars, SHR did not modulate neural activity. Collectively the data implicate posterior brain regions in the perception of body forms that differ in attractiveness vis-a-vis variation of SHR, and frontal brain regions when such perceptions are rated explicitly.

Neural responses to facial attractiveness: event-related potentials differentiate between salience and valence effects

We examined the neural correlates of facial attractiveness by presenting pictures of male or female faces (neutral expression) with low/intermediate/high attractiveness to 48 male or female participants while recording their electroencephalogram (EEG). Subjective attractiveness ratings were used to determine the 10% highest, 10% middlemost, and 10% lowest rated faces for each individual participant to allow for high contrast comparisons. These were then split into preferred and dispreferred gender categories. ERP components P1, N1, P2, N2, early posterior negativity (EPN), P300 and late positive potential (LPP) (up until 3000 ms post-stimulus), and the face specific N170 were analysed. A salience effect (attractive/unattractive > intermediate) in an early LPP interval (450-850 ms) and a long-lasting valence related effect (attractive > unattractive) in a late LPP interval (1000-3000 ms) were elicited by the preferred gender faces but not by the dispreferred gender faces. Multi-variate pattern analysis (MVPA)-classifications on whole-brain single-trial EEG patterns further confirmed these salience and valence effects. It is concluded that, facial attractiveness elicits neural responses that are indicative of valenced experiences, but only if these faces are considered relevant. These experiences take time to develop and last well beyond the interval that is commonly explored.

Neuroelectric Correlates of Human Sexuality: A Review and Meta-Analysis

Many reviews on sexual arousal in humans focus on different brain imaging methods and behavioral observations. Although neurotransmission in the brain is mainly performed through electrochemical signals, there are no systematic reviews of the electrophysiological correlates of sexual arousal. We performed a systematic search on this subject and reviewed 255 studies including various electrophysiological methods. Our results show how neuroelectric signals have been used to investigate genital somatotopy as well as basic genital physiology during sexual arousal and how cortical electric signals have been recorded during orgasm. Moreover, experiments on the interactions of cognition and sexual arousal in healthy subjects and in individuals with abnormal sexual preferences were analyzed as well as case studies on sexual disturbances associated with diseases of the nervous system. In addition, 25 studies focusing on brain potentials during the interaction of cognition and sexual arousal were eligible for meta-analysis. The results showed significant effect sizes for specific brain potentials during sexual stimulation (P3: Cohen's d = 1.82, N = 300, LPP: Cohen's d = 2.30, N = 510) with high heterogeneity between the combined studies. Taken together, our review shows how neuroelectric methods can consistently differentiate sexual arousal from other emotional states.

Do looks matter in supply chain contracting? An experimental study

We present results of an experiment designed to reveal the "face effect" on pricing behavior in a supply chain game. In particular, we study the variation in wholesale prices driven by subjective judgments of three facial traits-attractiveness, trustworthiness, and dominance-of a retailer's face and own appearance. Our experimental data suggest that the distributions of decisions in settings whether individuals see, or not see, retailers' faces are not equivalent. Furthermore, we find the complex dependencies between decision behaviors and facial traits. Subjective evaluations of facial traits, both self-reported and others, have a significant effect on the selected decisions.

Pleasure of paying when using mobile payment: Evidence from EEG studies

Mobile payment has emerged as a popular payment method in many countries. While much research has focused on the antecedents of mobile payment adoption, limited research has investigated the consequences of mobile payment usage relating to how it would influence consumer behaviors (e.g., purchase intention or willingness to pay). Here, we propose that mobile payment not just reduces the “pain of paying,” a traditional view explaining why cashless payment stimulates spending, but it also evokes the “pleasure of paying,” raising from the enhanced processing fluency in completing transactions. We tested this new conceptualization of “pleasure of paying” using EEG, complementing other behavioral measures. In two studies, we found that mobile payment effectively enhanced purchase likelihood (study 1, N = 66) and such an enhancement is generalizable to both hedonic and utilitarian products (study 2, N = 29). By employing EEG measures, we provided the first neural evidence of “pleasure of paying” in addition to the signal of “pain of paying.” Critically, we demonstrated that the “pleasure of paying” is a distinctive psychological mechanism that is induced by mobile payment usage and that the “pleasure of paying” joins the “pain of paying” to mediate the increased purchase intention. We discuss the contributions and implications of these results to the ongoing evolution of cashless payment societies.

The Implicit Aesthetic Preference for Mobile Marketing Interface Layout-An ERP Study

Businesses and scholars have been trying to improve marketing effect by optimizing mobile marketing interfaces aesthetically as users browse freely and aimlessly through mobile marketing interfaces. Although the layout is an important design factor that affects interface aesthetics, whether it can trigger customer's aesthetic preferences in mobile marketing remains unexplored. To address this issue, we employ an empirical methodology of event-related potentials (EPR) in this study from the perspective of cognitive neuroscience and psychology. Subjects are presented with a series of mobile marketing interface images of different layouts with identical marketing content. Their EEG waves were recorded as they were required to distinguish a target stimulus from the others. After the experiment, each of the subjects chose five stimuli interfaces they like and five they dislike. By analyzing the ERP data derived from the EEG data and the behavioral data, we find significant differences between the disliked interfaces and the other interfaces in the ERP component of P2 from the frontal-central area in the 200–400 ms post-stimulus onset time window and LPP from both the frontal-central and parietal-occipital area in the 400–600 ms time window. The results support the hypothesis that humans do make rapid implicit aesthetic preferences for interface layouts and suggest that even under a free browsing context like the mobile marketing context, interface layouts that raise high emotional arousal can still attract more user attention and induce users' implicit aesthetic preference.

Tracking cortical representations of facial attractiveness using time-resolved representational similarity analysis

When we see a face, we rapidly form an impression of its attractiveness. Here, we investigated how rapidly representations of facial attractiveness emerge in the human brain. In an EEG experiment, participants viewed 100 face photographs and rated them for their attractiveness. Using time-resolved representational similarity analysis on the EEG data, we reveal representations of facial attractiveness after 150-200 ms of cortical processing. Interestingly, we show that these representations are related to individual participants' personal attractiveness judgments, suggesting that already early perceptual representations of facial attractiveness convey idiosyncratic attractiveness preferences. Further, we show that these early representations are genuinely related to attractiveness, as they are neither explained by other high-level face attributes, such as face sex or age, nor by features extracted by an artificial deep neural network model of face processing. Together, our results demonstrate early, individually specific, and genuine representations of facial attractiveness, which may underlie fast attractiveness judgments.

The effects of face attractiveness on face memory depend on both age of perceiver and age of face

Face attractiveness can influence memory for previously seen faces. This effect has been shown to differ for young and older perceivers. Two parallel studies examined the moderation of both the age of the face and the age of the perceiver on the relationship between facial attractiveness and face memory. Study 1 comprised 29 young and 31 older participants; Study 2 comprised 25 young and 24 older participants. In both studies, participants completed an incidental face encoding and a surprise old/new recognition test with young and older faces that varied in face attractiveness. Face attractiveness affected memory for young but not older faces. In addition, young but not older perceivers showed a linear effect of facial attractiveness on memory for young faces, while both young and older perceivers showed a quadratic effect on memory for young faces. These findings extend previous work by demonstrating that the effect of facial attractiveness on face memory is a function of both the age of the perceiver and the age of the face. Factors that could account for such moderations of face and perceiver age on the associations between face attractiveness and face memory are discussed (e.g. age differences in social goals and face similarity/distinctiveness).

The electrophysiology correlation of the cognitive bias in anxiety under uncertainty

The intolerance of uncertainty (IU) model holds that excessive emotional response under uncertain conditions is conducive to the maintenance of anxiety, and individuals with a high anxiety level may exhibit a negative bias and experience anxiety when processing uncertain information. However, the dynamic electrophysiological correlation of this negative bias is not clear. Therefore, we used an adapted study–test paradigm to explore the changes in the electroencephalography (EEG) of subjects when processing uncertain cues and certain cues (certain neutral and certain threatening) and correlated the differences with anxiety level. The behavioral results showed that there was a significant positive correlation between the trait anxiety score and β value under the threatening condition, which indicated that individuals with high trait anxiety take a more conservative approach in the face of negative stimuli. The results of EEG showed that during the test stage, the components N1 and P2, which are related to early perception, had significant conditional main effects. Meanwhile, under uncertain conditions, the N1 peak was positively correlated with the state anxiety score. In the study stage, we found that the N400 component was significantly larger in the early study stage than in the late study stage under uncertain conditions. In sum, individuals with high anxiety levels had a negative bias in the early cue processing of the test stage, and anxiety did not affect the study stage.

Waist-to-Hip Ratio Sensitivity in Early Infancy

The waist-to-hip ratio (WHR) is correlated with health and associated with sex, attractiveness, and age judgments by adults. We examined the development of sensitivity to the WHR by testing 3.5-month-old infants' (N = 71) preference between images depicting different WHRs. Female 3.5-month-olds exhibited a preference for the WHR associated with attractiveness and mate value by adults (0.7) over a larger WHR (0.9). This preference was exhibited when infants were tested on upright stimuli but not when they were tested on inverted stimuli, indicating that low-level differences (e.g., curviness) were not driving performance. This sensitivity to WHR may lay the foundation for more explicit preferences and categorical associations later in life. In contrast to females, male infants failed to exhibit a significant preference for the 0.7 WHR in either orientation, replicating previous findings of female infants' superior processing of social stimuli. Implications for theories of the development of body knowledge and sex differences in social information processing are discussed.

Mechanisms for the Cognitive Processing of Attractiveness in Adult and Infant Faces: From the Evolutionary Perspective

Research on the cognitive processing of facial attractiveness has mainly focused on adult faces. Recent studies have revealed that the cognitive processing of facial attractiveness in infant faces is not the same as that in adult faces. Therefore, it is necessary to summarize the evidence on the processing of facial attractiveness in each kind of face and compare their underlying mechanisms. In this paper, we first reviewed studies on the cognitive processing of facial attractiveness in adult faces, including attentional and mnemonic processing, and then discussed the underlying mechanisms. Afterward, studies on facial attractiveness in infant faces were reviewed, and the underlying mechanisms were also discussed. Direct comparisons between the two kinds of cognitive processing were subsequently made. The results showed that the mechanisms for the processing of attractiveness in adult faces and infant faces are mainly motivated by the perspectives of mate selection and raising offspring, respectively, in evolutionary psychology. Finally, directions for future research are proposed.

Does the beauty premium effect always exist? - an ERP study of the facial attractiveness stereotype in public's attitudes toward in-Service Chinese civil servant

Objectives: Civil servants image is one of the most important representatives of government image. Therefore, it is of great significance to study the factors affecting the public's attitudes toward in-service civil servants. The current study aims to learn whether female facial attractiveness would affect the male public's attitudes toward in-service civil servants using event-related potentials. Methods: Participants were recruited to view attractive/unattractive faces followed by positive/negative adjectives. We observed that positive adjectives after unattractive faces elicited smaller N400 amplitudes than negative adjectives, and the N400 amplitude elicited by attractive faces after negative adjectives was significantly smaller than that elicited by unattractive faces. What's more, we found that the voltage of N400 was negative correlated with reaction time. Results: It showed that the incongruity of physically appearance and in-service civil servant positions lead to longer reaction time. The unattractive civil servant is more congruent with positive adjectives than the attractive one in the public's mind. Conclusion: We explain these findings from two aspects. First, the public is more rational for in-service civil servants, and factors that are unrelated to governing capacity, such as physical attractiveness, do not influence their attitudes. Second, civil servants are the position that requires technical ability to serve the public rather than communication ability, which was represented by physically attractive.

The role of appearance attractiveness and loan amount in peer-to-peer lending: Evidence from event-related potentials

In recent years, peer-to-peer (P2P) lending has become a popular financial channel for raising capital. However, in contrast to traditional lending, in P2P lending, lenders must evaluate the risk of the loan application themselves with limited objective information and professional knowledge. Therefore, information which can be easily obtained may largely influence lenders' loan decisions, making lenders' decisions more subjective. Because appearance attractiveness is one of the most important personal characteristics, particularly for females, the current study was designed to investigate whether and how potential borrowers' appearance attractiveness influences investors' decisions in online P2P lending by using event-related potentials (ERPs). Our results showed that at the behavioral level, the lending decision for attractive borrowers is associated with shorter reaction times (RTs) than that for unattractive borrowers. In contrast, at the brain level, a large loan amount elicited a larger error-related negative (ERN) amplitude than a small loan amount for unattractive borrowers, which was not the case for attractive borrowers. This finding could be explained as the borrowers' appearance attractiveness modulating the lenders' risk perceptions in P2P lending because lenders are more tolerant when attractive borrowers default and because attractive females may convey more trustworthy impressions according to the theory of perceived risk.

Waist-to-hip ratio affects female body attractiveness and modulates early brain responses

This investigation examined the electrophysiological response underlying the visual processing of waist-to-hip ratio (WHR) in female bodies, a characteristic known to affect perceived attractiveness. WHRs of female bodies were artificially adjusted to values of 0.6, 0.7, 0.8 or 0.9. Behavioural ratings of attractiveness of the bodies revealed a preference for WHRs of 0.7 in the overall group of participants, which included both male and female heterosexual individuals. Event-related potentials (ERPs) were then recorded while participants performed a selective attention task involving photographs of female models and scrambled images. Results showed that the P1 (80-120 ms) and N1 (130-170 ms) components situated over posterior brain regions were the earliest components to be modulated by attention and bodies. Interestingly, the vertex-positive potential, occurring between 120-180 ms, produced a greater positivity for WHRs of 0.7 compared to the other ratios. However, this increase was only observed when the body stimuli were attended, while no effect was observed for unattended bodies. These findings provide evidence of an early brain sensitivity to visual attributes that constitute secondary sexual characteristics. Although they are relatively discrete from the point of view of their physical quality, these signs possess strong behavioural significance, producing greater reported attractiveness, likely by conveying the biological meaning that signals good health and greater reproductive success. Our results therefore reveal that attributes associated with sexual attractiveness in female bodies are processed rapidly in the stream of visual processing.

Sex and Physiological Cycles Affect the Automatic Perception of Attractive Opposite-Sex Faces: A Visual Mismatch Negativity Study

Facial attractiveness plays important roles in social interaction. Electrophysiological and neuroimaging studies found several brain areas to be differentially responsive to attractive relative to unattractive faces. However, little is known about the time course of the information processing, especially under the unattended condition. Based on a "cross-modal delayed response" paradigm, the present study aimed to explore the automatic mechanism of facial attractiveness processing of females with different physiological cycles and males, respectively, through recording the event-related potentials in response to (un)attractive opposite-sex faces by two experiments. The attractiveness-related visual mismatch negativity (attractiveness vMMN) in posterior scalp distribution was recorded in both the experiments, which indicated that attractive faces could be processed automatically. And high-attractive opposite-sex faces can elicit larger vMMN in males than females in menstrual period in Study 1, but similar as females in ovulatory period in Study 2. Furthermore, by comparison, the latency of attractiveness vMMN in females with the ovulatory period was the longest. These results indicated as follows: (1) Males were more sensitive to attractive female faces, (2) females in ovulatory period were also attracted by the attractive male faces, (3) the long vMMN latency in females during ovulatory period suggested a special reproductive motivation to avoid being tainted by genes, which takes priority over the breeding motivation.

An Adult Developmental Approach to Perceived Facial Attractiveness and Distinctiveness

Attractiveness and distinctiveness constitute facial features with high biological and social relevance. Bringing a developmental perspective to research on social-cognitive face perception, we used a large set of faces taken from the FACES Lifespan Database to examine effects of face and perceiver characteristics on subjective evaluations of attractiveness and distinctiveness in young (20-31 years), middle-aged (44-55 years), and older (70-81 years) men and women. We report novel findings supporting variations by face and perceiver age, in interaction with gender and emotion: although older and middle-aged compared to young perceivers generally rated faces of all ages as more attractive, young perceivers gave relatively higher attractiveness ratings to young compared to middle-aged and older faces. Controlling for variations in attractiveness, older compared to young faces were viewed as more distinctive by young and middle-aged perceivers. Age affected attractiveness more negatively for female than male faces. Furthermore, happy faces were rated as most attractive, while disgusted faces were rated as least attractive, particularly so by middle-aged and older perceivers and for young and female faces. Perceivers largely agreed on distinctiveness ratings for neutral and happy emotions, but older and middle-aged compared to young perceivers rated faces displaying negative emotions as more distinctive. These findings underscore the importance of a lifespan perspective on perception of facial characteristics and suggest possible effects of age on goal-directed perception, social motivation, and in-group bias. This publication makes available picture-specific normative data for experimental stimulus selection.

Beauty-related perceptual bias: Who captures the mind of the beholder?

INTRODUCTION

To explore the beauty-related perceptual bias and answers the question: Who can capture the mind of the beholder? Many studies have explored the specificity of human faces through ERP or other ways, and the materials they used are general human faces and other objects. Therefore, we want to further explore the difference between attractive faces and beautiful objects such as flowers.

METHODS

We recorded the eye movement of 22 male observers and 23 female observers using a standard two-alternative forced choice.

RESULTS

(1) The attractive faces were looked at longer and more often in comparison with the beautiful flowers; (2) fixation counts of female participants are more than male participants; and (3) the participants watched the beautiful flowers first, followed by the attractive faces, but there was no significant difference on the first fixation duration between the beautiful flowers and the attractive faces.

CONCLUSIONS

The data in this study may suggest that people prefer attractive faces to beautiful flowers.

Electrophysiological evidence of perceived sexual attractiveness for human female bodies varying in waist-to-hip ratio

The dynamics of brain activation reflecting attractiveness in humans are unclear. Among the different features affecting attractiveness of the female body, the waist-to-hip ratio (WHR) is considered to be crucial. To date, however, no event-related potential (ERP) study has addressed the question of its associated pattern of brain activation. We carried out two different experiments: (a) a behavioural study, to judge the level of attractiveness of female realistic models depicting 4 different WHRs (0.6, 0.7, 0.8, 0.9) with and without clothes; (b) an EEG paradigm, to record brain activity while participants (heterosexual men and women) viewed these same models. Behavioural results showed that WHRs of 0.7 were considered more attractive than the others. ERP analyses revealed a different pattern of activation for male and female viewers. The 0.7 ratio elicited greater positivity at the P1 level in male viewers but not females. Naked bodies increased the N190 in both groups and peaked earlier for the 0.7 ratio in the male viewers. Finally, the late positive component (LPC) was found to be greater in male than in female viewers and was globally more marked for naked bodies as well as WHRs of 0.7 in both groups of viewers. These results provide the first electrophysiological evidence of specific time periods linked to the processing of a body feature denoting attractiveness and therefore playing a role in mate choice.

Patterns of Eye Movements When Observers Judge Female Facial Attractiveness

The purpose of the present study is to explore the fixed model for the explicit judgments of attractiveness and infer which features are important to judge the facial attractiveness. Behavioral studies on the perceptual cues for female facial attractiveness implied three potentially important features: averageness, symmetry, and sexual dimorphy. However, these studies did not explained which regions of facial images influence the judgments of attractiveness. Therefore, the present research recorded the eye movements of 24 male participants and 19 female participants as they rated a series of 30 photographs of female facial attractiveness. Results demonstrated the following: (1) Fixation is longer and more frequent on the noses of female faces than on their eyes and mouths (no difference exists between the eyes and the mouth); (2) The average pupil diameter at the nose region is bigger than that at the eyes and mouth (no difference exists between the eyes and the mouth); (3) the number of fixations of male participants was significantly more than female participants. (4) Observers first fixate on the eyes and mouth (no difference exists between the eyes and the mouth) before fixating on the nose area. In general, participants attend predominantly to the nose to form attractiveness judgments. The results of this study add a new dimension to the existing literature on judgment of facial attractiveness. The major contribution of the present study is the finding that the area of the nose is vital in the judgment of facial attractiveness. This finding establish a contribution of partial processing on female facial attractiveness judgments during eye-tracking.

Perception of Western Musical Modes: A Chinese Study

The major mode conveys positive emotion, whereas the minor mode conveys negative emotion. However, previous studies have primarily focused on the emotions induced by Western music in Western participants. The influence of the musical mode (major or minor) on Chinese individuals' perception of Western music is unclear. In the present experiments, we investigated the effects of musical mode and harmonic complexity on psychological perception among Chinese participants. In Experiment 1, the participants (N = 30) evaluated 24 musical excerpts in five dimensions (pleasure, arousal, dominance, emotional tension, and liking). In Experiment 2, the participants (N = 40) evaluated 48 musical excerpts. Perceptions of the musical excerpts differed significantly according to mode, even if the stimuli were Western musical excerpts. The major-mode music induced greater pleasure and arousal and produced higher liking ratings than the minor-mode music, whereas the minor-mode music induced greater tension than the major-mode music. Mode did not influence the dominance rating. Perception of Western music was not influenced by harmonic complexity. Moreover, preference for musical mode was influenced by previous exposure to Western music. These results confirm the cross-cultural emotion induction effects of musical modes in Western music.

Hello handsome! Male's facial attractiveness gives rise to female's fairness bias in Ultimatum Game scenarios-An ERP study

The current study delineated how male proposers’ facial attractiveness affect female responders’ fairness considerations and their subsequent decision outcome during the Ultimatum Game (UG). Event Related Potentials (ERPs) were recorded from 17 female subjects, who played the role as responders and had to decide whether to accept offers from either attractive or unattractive male proposers. Behavioral data (Acceptance Ratio and Response time) revealed that, more offers were accepted from attractive-face conditions; subjects typically responded quicker to unfair offers from unattractive proposers as compared with slower to unfair offers from attractive proposers. The ERP data demonstrated similar N2 amplitudes elicited by both attractive and unattractive faces, and a larger early frontal LPP elicited by the attractive faces compared with unattractive ones, but no significant differences of both late posterior LPP and typical parietal LPP amplitudes were observed between these two face conditions, which was different from our previous study with similar paradigm but male participants. The results suggest that, in comparison to males, females might not experience the potential attention bias towards unattractive opposite-sex faces and are less likely to possess an enhanced processing and evaluation of those faces. This phenomenon might be explained by endogenous gender differences in mate preference. The feedback-related negativity (FRN) and P300 responses during an offer presentation were further measured in both attractive-face and unattractive-face conditions and the results demonstrated that the amplitudes elicited by fair and unfair offers were not statistically different in the former condition, but were different in the latter condition. More specifically, unfair offers generated larger FRN and smaller P300 than fair ones in the unattractive-face condition. Findings suggest that, although females tend to possess less salient evaluation of male’s facial attractiveness, the attractiveness of male proposers would still attenuate female responders’ fairness consideration during the UG.

Memory for faces and voices varies as a function of sex and expressed emotion

We investigated how memory for faces and voices (presented separately and in combination) varies as a function of sex and emotional expression (anger, disgust, fear, happiness, sadness, and neutral). At encoding, participants judged the expressed emotion of items in forced-choice tasks, followed by incidental Remember/Know recognition tasks. Results from 600 participants showed that accuracy (hits minus false alarms) was consistently higher for neutral compared to emotional items, whereas accuracy for specific emotions varied across the presentation modalities (i.e., faces, voices, and face-voice combinations). For the subjective sense of recollection (“remember” hits), neutral items received the highest hit rates only for faces, whereas for voices and face-voice combinations anger and fear expressions instead received the highest recollection rates. We also observed better accuracy for items by female expressers, and own-sex bias where female participants displayed memory advantage for female faces and face-voice combinations. Results further suggest that own-sex bias can be explained by recollection, rather than familiarity, rates. Overall, results show that memory for faces and voices may be influenced by the expressions that they carry, as well as by the sex of both items and participants. Emotion expressions may also enhance the subjective sense of recollection without enhancing memory accuracy.

Beauty premium: Event-related potentials evidence of how physical attractiveness matters in online peer-to-peer lending

Although it is well known that attractiveness-based impressions affect the labor market, election outcomes and many other social activities, little is known about the role physical attractiveness plays in financial transactions. With the development of online finance, peer-to-peer lending has become one of the most important ways in which businesses or individuals raise capital. However, because of information asymmetry, the lender must decide whether or not to lend money to a stranger based on limited information, resulting in their decision being influenced by many other factors. In the current study, we investigated how potential borrowers' facial attractiveness influenced lenders' attitudes toward borrowers' repayment behavior at the brain level by using event-related potentials. At the priming stage, photos of attractive borrowers induced smaller N200 amplitude than photos of unattractive borrowers. Meanwhile, at the feedback stage, compared with the condition of repaying on time, breach of repayment from unattractive borrowers induced larger feedback-related negativity (FRN) amplitude, which was a frontal-central negative deflection and would be enhanced by the unexpected outcome. Furthermore, smaller P300 amplitude was also elicited by the condition of not repaying on time. These differences in the FRN and P300 amplitudes were not observed between negative and positive feedback from attractive borrowers. Therefore, our findings suggest that the beauty premium phenomenon is present in online peer-to-peer lending and that lenders were more tolerant toward attractive borrowers' dishonest behavior.

What do we expect from a beauty? Facial attractiveness of the opposite sex gives rise to discrepancies in males' anticipation and demand

Facial attractiveness plays a significant role in social interactions and the effect of beauty premium is frequently observed. Previous studies showed that observing attractive counterparts would alleviate one's sense of unfairness. However, the mechanism underlying this phenomenon remained to be clarified. In this study, male participants were engaged in a modified Dictator game as recipients and their electroencephalograms were recorded. They were convinced that anonymous females who vary in facial attractiveness played as dictators. An outcome anticipation stage was implemented before proposed offers were presented and we focused on the cognitive process of subjective anticipation. A less negative Stimulus-preceding negativity was observed in the attractive face condition, suggesting that subjects paid less anticipatory attention toward proposed offers, and subjective expectation toward fair ones was weakened when beauties played as dictators. Thus, this study provides additional neural evidences for the beauty premium effect and suggests a reasonable explanation for this commonly reported phenomenon.

Gender differences in memory processing of female facial attractiveness: evidence from event-related potentials

High rates of agreement in the judgment of facial attractiveness suggest universal principles of beauty. This study investigated gender differences in recognition memory processing of female facial attractiveness. Thirty-four Chinese heterosexual participants (17 females, 17 males) aged 18-24 years (mean age 21.63 ± 1.51 years) participated in the experiment which used event-related potentials (ERPs) based on a study-test paradigm. The behavioral data results showed that both men and women had significantly higher accuracy rates for attractive faces than for unattractive faces, but men reacted faster to unattractive faces. Gender differences on ERPs showed that attractive faces elicited larger early components such as P1, N170, and P2 in men than in women. The results indicated that the effects of recognition bias during memory processing modulated by female facial attractiveness are greater for men than women. Behavioral and ERP evidences indicate that men and women differ in their attentional adhesion to attractive female faces; different mating-related motives may guide the selective processing of attractive men and women. These findings establish a contribution of gender differences on female facial attractiveness during memory processing from an evolutionary perspective.

Always on My Mind? Recognition of Attractive Faces May Not Depend on Attention

Little research has examined what happens to attention and memory as a whole when humans see someone attractive. Hence, we investigated whether attractive stimuli gather more attention and are better remembered than unattractive stimuli. Participants took part in an attention task – in which matrices containing attractive and unattractive male naturalistic photographs were presented to 54 females, and measures of eye-gaze location and fixation duration using an eye-tracker were taken – followed by a recognition task. Eye-gaze was higher for the attractive stimuli compared to unattractive stimuli. Also, attractive photographs produced more hits and false recognitions than unattractive photographs which may indicate that regardless of attention allocation, attractive photographs produce more correct but also more false recognitions. We present an evolutionary explanation for this, as attending to more attractive faces but not always remembering them accurately and differentially compared with unseen attractive faces, may help females secure mates with higher reproductive value.

Early and late event-related potentials are modulated by infant and adult faces of high and low attractiveness

The processing of infant faces may be somewhat distinct from that of adult faces. Indeed, recent neuroimaging studies have provided evidence of an early, "baby-specific" neural response whereby infant faces are perceived more rapidly than adult faces. Using event-related potentials, the present study aimed to determine whether the preferential response to infant faces is present at both early and late stages of face processing, and to investigate the effects of esthetic appearance on the processing of adult and infant faces by directly manipulating the perceived attractiveness or cuteness within a given face identity. Here, we find evidence for enhanced processing of infant faces, relative to adult faces, at both early (N170, P2) and late (LPC) stages of face processing. We also find that the esthetic appearance of both infant and adult faces modulates early neural responses, with enhanced responses to less attractive/cute faces as compared to more attractive/cute faces. Overall, our results provide additional evidence for a preferential response to infant faces at early stages of processing, and provide new evidence that this preferential response occurs at later stages of face processing as well, independent of the esthetic quality of the face or observer sex.

Social proof in the human brain: Electrophysiological signatures of agreement and disagreement with the majority

Perceiving one's deviance from the majority usually instigates conformal adjustments of one's own behavior to that of the group. Using ERPs, we investigated the mechanisms by which agreeing and disagreeing with the majority are differentially represented in the human brain and affect subsequent cognitive processing. Replicating previous findings obtained in a slightly different paradigm, we found that learning about one's disagreement with the majority, as compared to learning about one's agreement with the majority, elicited a mediofrontal feedback negativity. Moreover, an enhanced posterior late positive complex was observed during the processing of agreement as compared to disagreement. Finally, when the to-be-judged faces were viewed for a second time, a stronger posterior P2 was observed for faces on whose judgment one had previously agreed with the majority than for those on which one had disagreed. We thus demonstrate that the brain places particular emphasis on the encoding of the rewarding experience of finding strong social proof for one's judgments. Likewise, having experienced agreement on the judgment of a certain item affects even the later reanalysis of this very item, as previous agreement increases early attention, as reflected in the P2. These findings corroborate and extend previous results and theories on the neurocognitive principles of social influence.

The undermining effect of facial attractiveness on brain responses to fairness in the Ultimatum Game: an ERP study

To investigate the time course of the neural processing of facial attractiveness and its influence on fairness consideration during social interactions, event-related potentials (ERP) were recorded from 21 male subjects performing a two-person Ultimatum Game (UG). During this bargaining game, the male subjects played responders who decided whether to accept offers from female proposers, whose facial images (grouped as "attractive" and "unattractive") were presented prior to the offer presentation. The behavioral data demonstrated that the acceptance ratio increased with the fairness level of the offers and, more importantly, the subjects were more likely to accept unfair offers when presented with the attractive-face condition compared with the unattractive-face condition. The reaction times (RTs) for five offers (1:9, 2:8, 3:7, 4:6, and 5:5) in the unattractive-face condition were not significantly different. In contrast, the subjects reacted slower to the attractive proposers' unfair offers and quicker to fair offers. The ERP analysis of the face presentation demonstrated a decreased early negativity (N2) and enhanced late positive potentials (LPPs) elicited by the attractive faces compared with the unattractive faces. In addition, the feedback-related negativity (FRN) in response to an offer presentation was not significantly different for the unfair (1:9 and 2:8) and fair (4:6 and 5:5) offers in the attractive-face condition. However, the unfair offers generated larger FRNs compared with the fair offers in the unattractive-face condition (consistent with prior studies). A similar effect was identified for P300. The present study demonstrated an undermining effect of proposer facial attractiveness on responder consideration of offer fairness during the UG.

EVENT-RELATED COMPLEXITY ANALYSIS AND ITS APPLICATION IN THE DETECTION OF FACIAL ATTRACTIVENESS

In this study, an event-related complexity (ERC) analysis method is proposed and used to explore the neural correlates of facial attractiveness detection in the context of a cognitive experiment. The ERC method gives a quantitative index for measuring the diverse brain activation properties that represent the neural correlates of event-related responses. This analysis reveals distinct effects of facial attractiveness processing and also provides further information that could not have been achieved from event-related potential alone.

Neural responses to cartoon facial attractiveness: An event-related potential study

Animation creates a vivid, virtual world and expands the scope of human imagination. In this study, we investigated the time-courses of brain responses related to the evaluation of the attractiveness of cartoon faces using the event-related potential (ERP) technique. The results demonstrated that N170 amplitude was higher for attractive than for unattractive cartoon faces in males, while the opposite was found in females. Facial attractiveness notably modulated the late positive component (LPC), which might reflect the task-related process of aesthetic appraisal of beauty. The mean LPC amplitude in males was significantly higher for attractive cartoon faces than for unattractive faces, while the LPC amplitude in females did not significantly differ between attractive and unattractive cartoon faces. Moreover, the paint mode (computer graphics, gouache, and stick figure) modulated the early encoding of facial structures and the late evaluative process. The early modulation effect by paint mode may be related to the spatial frequency of the pictures. The processing speed and intensity in females were both higher than those in males. In conclusion, our study, for the first time, reported ERP modulation based on the assessment of cartoon facial attractiveness, suggesting the facilitated selection of attractiveness information at the early stage, and that the attentional enhancement of attractive faces at the late stage only exists in males. This suggests that men's brains are hard-wired to be sensitive to facial beauty, even in cartoons.

Gamma oscillations distinguish mere exposure from other likability effects

Repeated exposure to neutral stimuli enhances liking for those, which is called mere exposure effect (MEE) (Zajonc, 1968). Its behavioral effects have been extensively investigated. However, the mechanism by which it is generated remains unclear. To elucidate the neural mechanism of the MEE, we recorded electroencephalograms while subjects indicated their preferences for face stimuli with and without MEE induction. According to behavioral data, participants were divided into two groups, one with, and one without MEE tendency. In participants with an MEE tendency, gamma activity (40-60 [Hz]) in the parieto-occipital area was significantly weaker for exposed faces than unexposed ones, indicating a repetition-suppression effect. Gamma activity from sites exhibiting peak repetition-suppression effects was significantly weaker in theoretically genuine MEE trials than non-MEE trials, indicating that emotion processing might influence the MEE. These results suggest that existing theories regarding mechanisms underlying the MEE, namely, fluency misattribution and apprehensiveness reduction might not be mutually exclusive. Moreover, gamma activity might be a potential indicator to distinguish the MEE from other likability effects, at least in the case of human face stimuli.

Effects of attractiveness on face memory separated from distinctiveness: evidence from event-related brain potentials

The present study examined effects of attractiveness on behavioral and event-related potential (ERP) correlates of face memory. Extending previous reports, we controlled for potential moderating effects of distinctiveness, a variable known to affect memory. Attractive and unattractive faces were selected on the basis of a rating study, and were matched for distinctiveness. In a subsequent recognition memory experiment, we found more accurate memory for unattractive relative to attractive faces. Additionally, an attractiveness effect in the early posterior negativity (EPN) during learning, with larger amplitudes for attractive than unattractive faces, correlated significantly with the magnitude of the memory advantage for unattractive faces at test. These findings establish a contribution of attractiveness to face memory over and above the well-known effect of distinctiveness. Additionally, as the EPN is typically enhanced for affective stimuli, our ERP results imply that the processing of emotionally relevant attractive faces during learning may hamper their encoding into memory.