Inter-rater agreement in trait judgements from faces

The psychometrics of rating facial attractiveness using different response scales

Perceiving facial attractiveness is an important behaviour across psychological science due to these judgments having real-world consequences. However, there is little consensus on the measurement of this behaviour, and practices differ widely. Research typically asks participants to provide ratings of attractiveness across a multitude of different response scales, with little consideration of the psychometric properties of these scales. Here, we make psychometric comparisons across nine different response scales. Specifically, we analysed the psychometric properties of a binary response, a 0-100 scale, a visual analogue scale, and a set of Likert scales (1-3, 1-5, 1-7, 1-8, 1-9, 1-10) as tools to measure attractiveness, calculating a range of commonly used statistics for each. While certain properties suggested researchers might choose to favour the 1-5, 1-7 and 1-8 scales, we generally found little evidence of an advantage for one scale over any other. Taken together, our investigation provides consideration of currently used techniques for measuring facial attractiveness and makes recommendations for researchers in this field.

Perception of threat and intent to harm from vocal and facial cues

What constitutes a "threatening tone of voice"? There is currently little research exploring how listeners infer threat, or the intention to cause harm, from speakers' voices. Here, we investigated the influence of key linguistic variables on these evaluations (Study 1). Results showed a trend for voices perceived to be lower in pitch, particularly those of male speakers, to be evaluated as sounding more threatening and conveying greater intent to harm. We next investigated the evaluation of multimodal stimuli comprising voices and faces varying in perceived dominance (Study 2). Visual information about the speaker's face had a significant effect on threat and intent ratings. In both experiments, we observed a relatively low level of agreement among individual listeners' evaluations, emphasising idiosyncrasy in the ways in which threat and intent-to-harm are perceived. This research provides a basis for the perceptual experience of a "threatening tone of voice," along with an exploration of vocal and facial cue integration in social evaluation.

Predicting Facial Attractiveness from Colour Cues: A New Analytic Framework

Various facial colour cues were identified as valid predictors of facial attractiveness, yet the conventional univariate approach has simplified the complex nature of attractiveness judgement for real human faces. Predicting attractiveness from colour cues is difficult due to the high number of candidate variables and their inherent correlations. Using datasets from Chinese subjects, this study proposed a novel analytic framework for modelling attractiveness from various colour characteristics. One hundred images of real human faces were used in experiments and an extensive set of 65 colour features were extracted. Two separate attractiveness evaluation sets of data were collected through psychophysical experiments in the UK and China as training and testing datasets, respectively. Eight multivariate regression strategies were compared for their predictive accuracy and simplicity. The proposed methodology achieved a comprehensive assessment of diverse facial colour features and their role in attractiveness judgements of real faces; improved the predictive accuracy (the best-fit model achieved an out-of-sample accuracy of 0.66 on a 7-point scale) and significantly mitigated the issue of model overfitting; and effectively simplified the model and identified the most important colour features. It can serve as a useful and repeatable analytic tool for future research on facial impression modelling using high-dimensional datasets.

Face coverings increase apparent honesty and cooperativeness

People readily make inferences about trait-like characteristics of another person's face. Since the recent global COVID-19 pandemic, the widespread use of hygienic face masks has led to large proportions of the face being covered. We investigated the effect of face masks on the inference of prosocially relevant characteristics, namely cooperativeness and honesty. Portraits of participants of previous studies from which we knew their "true" prosocial tendencies served as stimuli. These facial stimuli were presented once with and once without a hygienic face mask to 60 naïve participants who rated the faces for cooperativeness and honesty. Results revealed that wearing face masks made people generally appear more cooperative and more honest than without a mask, but that these ratings were unrelated to the true prosocial tendencies of these people. Together, these findings have important implications for social interactions, particularly in contexts where nonverbal communication is essential, such as in healthcare settings, job interviews, and social gatherings.

Knowledge of identity reduces variability in trait judgements across face images

Faces vary from image to image, eliciting different judgements of traits and often different judgements of identity. Knowledge that two face images belong to the same person facilitates the processing of identity information across images, but it is unclear if this also applies to trait judgements. In this preregistered study, participants (N = 100) rated the same 340 face images on perceived trustworthiness, dominance, or attractiveness presented in randomised order and again later presented in sets consisting of the same identity. We also explored the role of implicit person theory beliefs in the variability of social judgements across images. We found that judgements of trustworthiness varied less when images were presented in sets consisting of the same identity than in randomised order and were more consistent for images presented later in a set than those presented earlier. However, knowledge of identity had little effect on perceptions of dominance and attractiveness. Finally, implicit person theory beliefs were not associated with variability in social judgements and did not account for effects of knowledge of identity. Our findings suggest that knowledge of identity and perceptual familiarity stabilises judgements of trustworthiness, but not perceptions of dominance and attractiveness.

Generalized tendency to make extreme trait judgements from faces

People differ in their tendency to infer others' personalities and abilities from their faces. An extreme form of such face-based trait inference (FBTI) is problematic because of its unwarranted impact on real-world decision making. Evolutionary perspectives on FBTI suggest that its inter-individual variation would be trait-specific: e.g. those who make extreme face-based inferences about trustworthiness may not necessarily do so about dominance. However, there are several psychological variables that can increase the FBTI extremity across traits. Here, we show that there is a generalized individual tendency to make extreme FBTI across traits, in support of the latter view. We found that the degrees of extremity of face-based inferences about seven traits had high cross-trait correlations, constituting a general factor. This generalized FBTI extremity had good test-retest reliability and was neither an artefact of extreme nor socially desirable response biases. Moreover, it was positively associated with facial emotion recognition ability and tendencies to believe physiognomy and endorse stereotypes. Our results demonstrate that there are individuals who have a temporally stable disposition to draw extreme conclusions about various traits of others from facial appearance as well as their psychological characteristics.

Image variability and face matching

This study investigates whether variability in perceived trait judgements disrupts our ability to match unfamiliar faces. In this preregistered study, 174 participants completed a face matching task where they were asked to indicate whether two ambient face images belonged to the same person or different people (17,748 total data points). Participants completed 51 match trials consisting of images of the same person that differed substantially on one trait (either trustworthiness, dominance or attractiveness) with minimal differences in the alternate traits. Participants also completed 51 mismatch trials which contained two photos of similar-looking individuals. We hypothesised that participants would make more errors on match trials when images differed in terms of attractiveness ratings than when they differed on trustworthiness or dominance. Contrary to expectations, images that differed in terms of attractiveness were matched most accurately, and there was no relationship between the extent of differences in attractiveness ratings and accuracy. There was some evidence that differences in perceived dominance and, to a lesser extent, trustworthiness were associated with lower face matching performance. However, these relationships were not significant when alternate traits were accounted for. The findings of our study suggest that face matching performance is largely robust against variation in trait judgements.

Representation of the Value Orientations of a Stranger Depending on the Method of the Face Imaging

The observers’ ideas about the value orientations of visual communicants were experimentally studied. The subjects were sequentially presented in random order with the faces of people depicted in photographs and artistic portraits. It was required, on the basis of a list of terminal and instrumental value orientations (M. Rokeach), first to evaluate one’s own beliefs, then the demonstrated characters. It is shown that the integral profiles of value ideas about personalities depicted in portraits and photos are well matched, have a similar structure and similar scores. The beliefs of characters in portraits are statistically higher than those in photographs. The effect is preserved when the values are differentiated by categories. Significant differences were obtained in relation to the following values: terminal values — Cognition, Mature love, Material wellbeing, Beauty, Happy family life, Pleasures; instrumental — Goodupbringing, Education, Diligence, Tolerance, Sensitivity, Cheerfulness. The observers’ ideas about their own values differ significantly from the value orientations of the depicted people and have little effect on their assessments.

Predicting attractiveness from face parts reveals multiple covarying cues

In most studies of facial attractiveness perception, judgments are based on the whole face images. Here we investigated how attractiveness judgments from parts of faces compare to perceived attractiveness of the whole face, and to each other. We manipulated the extent and regions of occlusion, where either the left/right or the top/bottom half of the face was occluded. We also further segmented the face into relatively small horizontal regions involving the forehead, eyes, nose, or mouth. The results demonstrated the correlated nature of face regions, such that an attractiveness judgment for one face part can be highly predictive of the attractiveness of the whole face or the other parts. The left/right half of the face created more accurate predictions than the top/bottom half. Judgments involving a larger area of the face (i.e., left/right or top/bottom halves) produced more accurate predictions than those derived from smaller regions, such as the eyes or the mouth alone, but even the smallest and most featureless region investigated (the forehead) provided useful information. The correlated nature of the attractiveness of face parts shows that perceived attractiveness is determined by multiple covarying cues that the visual system can exploit to determine attractiveness from a single glance.

Why is the literature on first impressions so focused on White faces?

We spontaneously attribute to strangers a wide variety of character traits based on their facial appearance. While these first impressions have little or no basis in reality, they exert a strong influence over our behaviour. Cognitive scientists have revealed a great deal about first impressions from faces including their factor structure, the cues on which they are based, the neurocognitive mechanisms responsible, and their developmental trajectory. In this field, authors frequently strive to remove as much ethnic variability from stimulus sets as possible. Typically, this convention means that participants are asked to judge the likely traits of White faces only. In the present article, we consider four possible reasons for the lack of facial diversity in this literature and find that it is unjustified. Next, we illustrate how the focus on White faces has undermined scientific efforts to understand first impressions from faces and argue that it reinforces socially regressive ideas about 'race' and status. We go on to articulate our concern that opportunities may be lost to leverage the knowledge derived from the study of first impressions against the dire consequences of prejudice and discrimination. Finally, we highlight some promising developments in the field.

The Nonlinear and Gender-Related Relationships of Face Attractiveness and Typicality With Perceived Trustworthiness

Perceived trustworthiness is one of the most important facial traits in social interaction. To elucidate how facial trustworthiness is assessed by others and its relationship to other facial traits would have significant theoretical and practical implications. Prior studies have shown that perceived attractiveness and typicality of a face may contribute to trustworthiness judgments; i.e., trustworthy faces are always the typical and attractive ones. Here, by conducting judgments of facial traits (i.e., trustworthiness, attractiveness, and typicality) on the same set of faces, we revealed a more profound relationship among these facial traits. First, we found that trustworthiness judgments did not always peak at the average face, in contrast to previous research. Second, trustworthiness exhibited a nonlinear relationship with attractiveness and typicality: Men relied more on typicality when judging a face as untrustworthy or neutral, whereas women relied more on typicality when judging a face as untrustworthy but more on attractiveness when judging a face as trustworthy. Third, women and men may utilize different traits to evaluate face trustworthiness: The relationship between trustworthiness and typicality judgments was closer in men than in women, whereas women counted on face attractiveness more than men did to evaluate face trustworthiness. These findings demonstrate that judging the trustworthiness of a face is a more complex process than previously thought, which may lead to a better understanding of the mechanisms underlying highly flexible and sophisticated social interactions in humans.

Facial attractiveness and preference of sexual dimorphism: A comparison across five populations

Despite intensive research, evolutionary psychology has not yet reached a consensus regarding the association between sexual dimorphism and attractiveness. This study examines associations between perceived and morphological facial sexual dimorphism and perceived attractiveness in samples from five distant countries (Cameroon, Colombia, Czechia, Iran and Turkey). We also examined possible moderating effects of skin lightness, averageness, age, body mass and facial width. Our results suggest that in all samples, women's perceived femininity was positively related to their perceived attractiveness. Women found perceived masculinity in men attractive only in Czechia and Colombia, two distant populations. The association between perceived sexual dimorphism and attractiveness is thus potentially universal only for women. Across populations, morphological sexual dimorphism and averageness are not universally associated with either perceived facial sexual dimorphism or attractiveness. With our exploratory approach, results highlight the need for control of which measure of sexual dimorphism is used (perceived or measured) because they affect perceived attractiveness differently. Morphological averageness and sexual dimorphism are not good predictors of perceived attractiveness. It is noted that future studies should use samples from multiple populations to allow for identification of specific effects of local environmental and socioeconomic conditions on preferred traits in unmanipulated local facial stimuli.

Conceptual Comparison of Internal Audit and Internal Control in the Marketing Environment

There is a conceptual problem in the adequate application of internal audit and internal control in the real business of the marketing environment. Although both of these managerial tools are theoretically defined, they are practically interchangeable in business. This limits their application. It is therefore necessary to focus on both concepts and make the theory and practice more precise or remove any overlaps. The aim of this paper is therefore a theoretical and practical comparison of internal audit and internal control concepts in the marketing environment. To fulfil this purpose and verify the hypotheses, this paper uses computer assisted self interviewing. The research was conducted in Q1 2021 with a sample of 3052 small and medium enterprises from the international environment of the EU 27. The research conclusions show a strong correlation of the theoretical perception of the terms of internal audit and internal control. At the same time, they show a weak correlation with the audit and control tools used in practice. They also define audit as planned independent assurance (soft consultation) and control as operational managerial assurance (hard comparison). This defines and clarifies scientific theories for managerial practice, thus enhancing and increasing the efficiency of internal audits and internal control in the business environment.

Within-Person Variability in First Impressions From Faces

Perceptions of an individual can change dramatically across different images of their face. Questions remain as to whether some traits are more sensitive to image variability than others. To investigate this issue, we constructed a database of 340 naturalistic images consisting of 20 photos of 17 individuals. In this preregistered study, 95 participants rated all 340 images on one of three traits: trustworthiness, dominance, or attractiveness. Across images, participants' trustworthiness ratings tended to vary more than dominance, which in turn varied more than attractiveness; however, the relative differences between traits depended on the identity in question. Importantly, despite the variability in ratings within identities, there were substantial differences between individuals, suggesting that these trait judgements are based to some degree on relatively invariant facial characteristics. We found greater between-identity variability for attractiveness judgements compared to trustworthiness and dominance. Future research should further investigate the extent to which each trait dimension is tied to the identity of the faces.

Quantifying idiosyncratic and shared contributions to judgment

Identifying relative idiosyncratic and shared contributions to judgments is a fundamental challenge to the study of human behavior, yet there is no established method for estimating these contributions. Using edge cases of stimuli varying in intrarater reliability and interrater agreement-faces (high on both), objects (high on the former, low on the latter), and complex patterns (low on both)-we showed that variance component analyses (VCAs) accurately captured the psychometric properties of the data (Study 1). Simulations showed that the VCA generalizes to any arbitrary continuous rating and that both sample and stimulus set size affect estimate precision (Study 2). Generally, a minimum of 60 raters and 30 stimuli provided reasonable estimates within our simulations. Furthermore, VCA estimates stabilized given more than two repeated measures, consistent with the finding that both intrarater reliability and interrater agreement increased nonlinearly with repeated measures (Study 3). The VCA provides a rigorous examination of where variance lies in data, can be implemented using mixed models with crossed random effects, and is general enough to be useful in any judgment domain in which agreement and disagreement are important to quantify and in which multiple raters independently rate multiple stimuli.

Audit of Museum Marketing Communication in the Modern Management Context

Marketing communication is a concise part of modern museum management. Museums operate in a competitive environment; therefore, it is important to pay sustained attention to every component of a given museum’s marketing communication. Changes, international trends, and visitor preferences have an influence on marketing communication. Museum management must devote expert deliberation towards determining which components of their marketing communication are significant for museum visitors. Moreover, the effectiveness of the use of expenses plays an important role in museum management; it is also essential to combine effectively the individual components of marketing communication. The present research aims to find a correlation between the components of museum marketing communication, which is not being addressed in detail in the contemporary research. The aim of the research is therefore to determine the dependence amongst elements of the marketing communication of museums on questioning the visitors. The aim was achieved by implementing the modern audit approach and empirical research into marketing communication: the Paper Aided Personal Interview (PAPI) method with a Likert scale, a reliability check with Cronbach’s alpha, and dependency determination with Pearson’s correlation. All results were investigated through the use of a questionnaire on the international EU 27 sample of museum visitors. These conclusions allow museum management to build their marketing communication on the principles of Economy, Efficiency, and Effectiveness (the 3E principles).

Best-worst scaling improves measurement of first impressions

A common goal in psychological research is the measurement of subjective impressions, such as first impressions of faces. These impressions are commonly measured using Likert ratings. Although these ratings are simple to administer, they are associated with response issues that can limit reliability. Here we examine best-worst scaling (BWS), a forced-choice method, as a potential alternative to Likert ratings for measuring participants' facial first impressions. We find that at the group level, BWS scores correlated almost perfectly with Likert scores, indicating that the two methods measure the same impressions. However, at the individual participant level BWS outperforms Likert ratings, both in terms of ability to predict preferences in a third task, and in terms of test-retest reliability. These benefits highlight the power of BWS, particularly for use in individual differences research.

Social Evaluation of Faces Across Gender and Familiarity

Models of social evaluation aim to capture the information people use to form first impressions of unfamiliar others. However, little is currently known about the relationship between perceived traits across gender. In Study 1, we asked viewers to provide ratings of key social dimensions (dominance, trustworthiness, etc.) for multiple images of 40 unfamiliar identities. We observed clear sex differences in the perception of dominance—with negative evaluations of high dominance in unfamiliar females but not males. In Study 2, we used the social evaluation context to investigate the key predictions about the importance of pictorial information in familiar and unfamiliar face processing. We compared the consistency of ratings attributed to different images of the same identities and demonstrated that ratings of images depicting the same familiar identity are more tightly clustered than those of unfamiliar identities. Such results imply a shift from image rating to person rating with increased familiarity, a finding which generalises results previously observed in studies of identification.