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Cultural differences in preferences for facial coloration

Han, Chengyang; Wang, Hongyi; Hahn, Amanda C.; Fisher, Claire I.; Kandrik, Michal; Fasolt, Vanessa; Morrison, Danielle K.; Lee, Anthony J.; Holzleitner, Iris J.; DeBruine, Lisa M.; Jones, Benedict C.

Authors

Chengyang Han

Hongyi Wang

Amanda C. Hahn

Claire I. Fisher

Michal Kandrik

Vanessa Fasolt

Danielle K. Morrison

Anthony J. Lee

Lisa M. DeBruine

Benedict C. Jones



Abstract

Effects of facial coloration on facial attractiveness judgments are hypothesized to be “universal” (i.e., similar across cultures). Cross-cultural similarity in facial color preferences is a critical piece of evidence for this hypothesis. However, only two studies have directly compared facial color preferences in two cultures. Both of those studies reported that White UK and Black African participants showed similar preferences for facial coloration. By contrast with the cross-cultural similarity reported in those studies, here we show cultural differences in the effects of facial coloration on Chinese and White UK participants’ facial attractiveness judgments. While Chinese participants preferred faces with decreased yellowness to faces with increased yellowness, White UK participants preferred faces with increased yellowness to faces with decreased yellowness. Chinese participants also demonstrated weaker preferences for facial redness and stronger preferences for facial lightness than did White UK participants. These results suggest that preferences for facial coloration are not universal.

Journal Article Type Article
Acceptance Date Nov 30, 2017
Online Publication Date Dec 2, 2017
Publication Date Mar 1, 2018
Deposit Date Jun 11, 2021
Journal Evolution and Human Behavior
Print ISSN 1090-5138
Publisher Elsevier
Peer Reviewed Peer Reviewed
Volume 39
Issue 2
Pages 154-159
DOI https://doi.org/10.1016/j.evolhumbehav.2017.11.005
Public URL https://uwe-repository.worktribe.com/output/7460653