May 30, 2020 09:00:00

Research results that women are more likely to be considered 'reliable' when wearing makeup

The effect of human appearance is very large, and the research results

that 'people with attractive appearance' have higher annual income than 'people with unattractive appearance', and conversely Research has shown that it is difficult to judge that 'physical face scientists' are effective. A new study reported that 'woman with make-up' was more likely to be considered a 'trustworthy person' than a woman without it.

Is the beauty premium accessible to all? An experimental analysis-ScienceDirect
https://www.sciencedirect.com/science/article/abs/pii/S016748702030009X

Women viewed as more trustworthy when wearing makeup --and receive larger money transfers in an economic game
https://www.psypost.org/2020/05/women-viewed-as-more-trustworthy-when-wearing-makeup-and-receive-larger-money-transfers-in-an-economic-game-56679

The term 'beauty premium' refers to the phenomenon that 'people who have an attractive appearance are more likely to be considered as competent and are more likely to have higher salaries' than those who do not. There are things. About this beauty premium, Angela Cristiane Santos Póvoa, who studies behavioral economics at the

University of Parana Catolica in Brazil, said, 'Most of the discussion about beauty premium is that physical attraction and the potential benefits it offers It is based on the idea that it is constant for each. '

On the other hand, the appearance of human beings is not always constant from the time they were born, as with animals that change their body color to attract the opposite sex or intimidate the enemy, and makeup intentionally raises the charm. It is possible. Therefore, Póvoa's research team conducted an experiment using the task of 'trust game' to investigate how much female makeup changes the impression on the other person.

A trust game is a game played by two test subjects, an 'investor' and a 'trustee,' and a certain amount of money is initially paid to the investor. The investor then decides how much money he / she will invest in the trustee, and the trustee receives 'three times' the amount invested by the investor. The fiduciary will then send back some of the money received as a 'reward.' There is no limit to the amount of money you can give back, and you may give the entire amount of funds at hand or none at all. The game ends when the investor receives a reward from the trustee.

This game literally measures the 'trustworthiness' of the investor to the trustee, and the higher the trust of the investor to the trustee, the more money the investor invests in the trustee. On the other hand, if trustees have low confidence, investors are less willing to invest their money.

The research team set up 38 female subjects as trustees and 304 mixed male and female subjects as investors to play the trust game. The investor decided by looking at the trustee's face photo to decide how much money to invest, but the trustee's face photo used at this time contained 'a face without makeup' and 'a professional face'. It was said that two patterns of 'face made up by makeup artist' were used.

As a result of the experiment, it was found that both male and female investors give more money to 'subjects with makeup' than to 'subjects without makeup'. 'The investor relied more strongly on the makeup subjects because they were attractive,' the research team explained. This trend seems to have been greater when the investor was male than when it was female.

“When people interacted with visuals using makeup, they increased not only their attractiveness but other attributes as well, such as trustworthiness, leading to more investment in trust games,” Póvoa. He says. Also, the increase in the amount of investment due to applying makeup was more pronounced in women who were not attractive in their original faces than in women who were attractive in their original faces.

Póvoa said, 'Trust from others could be strategically manipulated to some extent using visual resources such as cosmetics and photo filters such as Instagram. These resources only increase personal confidence. It may lead to more efficient interpersonal skills that require cooperation, coordination and trust. ”

In this study, it seems that the makeup mainly focused on `` hiding the defects of the subject's face '' was applied, and it is unknown whether more fancy makeup will bring the same result as this experiment. .. Also, it is not clear at this time whether changing effects such as beard and hair color on men will have the same effect as women, Póvoa pointed out.