Kowal M, Sorokowski P. Sex Differences in Physical Attractiveness Investments: Overlooked Side of Masculinity.
INTERNATIONAL JOURNAL OF ENVIRONMENTAL RESEARCH AND PUBLIC HEALTH 2022;
19:ijerph19073842. [PMID:
35409526 PMCID:
PMC8997754 DOI:
10.3390/ijerph19073842]
[Citation(s) in RCA: 2] [Impact Index Per Article: 1.0] [Reference Citation Analysis] [Abstract] [Key Words] [MESH Headings] [Track Full Text] [Download PDF] [Figures] [Subscribe] [Scholar Register] [Received: 02/07/2022] [Revised: 03/08/2022] [Accepted: 03/15/2022] [Indexed: 12/10/2022]
Abstract
BACKGROUND
Public opinion on who performs more beauty-enhancing behaviors (men or women) seems unanimous. Women are often depicted as primarily interested in how they look, opposed to men, who are presumably less focused on their appearance. However, previous studies might have overlooked how masculinity relates to self-modification among men.
METHODS
We explored this issue in depth by conducting a qualitative Study 1 aimed to establish how men and women enhance their attractiveness (N = 121) and a quantitative Study 2 aimed to test time spent on activities that increase one's attractiveness in a longitudinal design (with seven repeated measures from 62 participants; N(total) = 367).
RESULTS
We observed no sex differences in beauty investments. Although women spent more time on make-up and cosmetics usage, men caught up with women in exercising and bodybuilding.
CONCLUSION
Our study provides evidence that there may not be such wide sex differences in the intensity of enhancing one's appearance as has been previously thought. We hypothesize that this might partly stem from changes in gender roles regarding masculinity.
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