Jean Ann Graham1, A J Jouhar2
1Department of Experimental Psychology University of Oxford, and Bristol-Myers Co. Ltd, Windsor, UK.
2Department of Experimental Psychology University of Oxford, and Bristol-Myers Co. Ltd, Windsor
Tóm tắt
SynopsisThe study reported here forms part of an investigation of what psychological benefits, if any, exist for the user of cosmetics.A central theme in the work on physical attractiveness is that if one is physically attractive one is assumed to have a more ideal personality than someone of lesser attractiveness.If cosmetics really do make people look more physically attractive, then with the use of cosmetics others should perceive people more favourably in terms of personality characteristics.This study, therefore, attempted to find out whether cosmetics really do improve appearance ratings (by males and females) and in result improve ratings of personality.Colour photographs of four female stimulus persons of average physical attractiveness in each of four modes (neither make‐up nor hair care; make‐up but no hair care; no make‐up but hair care; both make‐up and hair care) were evaluated by a judge panel of sixteen males and sixteen females. The amount, extent and style of use of facial make‐up and hair care was no more than would be in everyday use.Each judge saw one stimulus person in each mode but no stimulus person in more than one mode in a counter‐balanced design, using 7‐point rating scales of six appearance and fourteen personality dimensions.Two hypotheses were confirmed:
The use of cosmetics (facial make‐up and hair care) leads to more favourable appearance ratings by others (both males and females). For make‐up there were more favourable ratings on all of the six appearance scales, and for hair care there were more favourable ratings on four of the six appearance scales.
The use of cosmetics leads to more favourable ratings of personality as perceived by others (both males and females). Facial make‐up enhanced ratings on eight of the fourteen personality dimensions tested and hair treatment led to more favourable ratings on ten of the scales.
It is not certain from this study whether persons using cosmetics are rated more favourably than without cosmetics because they are seen as more physically attractive and in result acquire more favourable ratings for attributes which are associated with being physically attractive or whether there is a direct effect on perceived personality, independent of enhancement of physical attractiveness, or both.Either explanation is possible, though there is some support for the idea that the use of cosmetics (or at least hair care) may have a direct effect on perceived personality.If this were so, it would suggest the existence of a separate positive cosmetic stereotype which carries its own concept ‘what has been cared for is good’. This stereotype would form an extension of the ‘what is beautiful is good’ stereotype for physical attractiveness. Otherwise, and as a result of the work reported here, the latter might become ‘what has been made beautiful is good’, when cosmetics are used.
