Face attractiveness in building trust: Evidence from measurement of implicit and explicit responses
Na Zhao, Mingjie Zhou, Yuanyuan Shi, and Jianxin Zhang, (Chinese Academy of Sciences), 2015, 43(5) 855–866

I found this article really interesting as the authors investigated the link between facial attractiveness and trustworthiness. It is true that many of us knowingly, and unknowingly, treat attractive people differently to their less attractive counterparts, so this certainly is a relevant topic to explore.

In this study, individuals’ actions were investigated as to the level of trust perceived when encountering attractive or unattractive faces. By means of two experiments, it was shown that facial beauty does play an important role when people are building trust and that attractive people are treated more positively in many settings. Not only are people willing to trust attractiveness more, they are also willing to give more money to attractive partners and expect to receive more money back, in an investment setting.

Because of this significant correlation between facial attractiveness and facial trust, it was interesting to see evidence suggesting that human nature does dictate that we follow the “beauty is good” stereotype, consciously and unconsciously (p. 864).

Thus, when we deal with attractive salespeople, selling attractive products, in an attractive store, we may unwittingly be more inclined to buy. Something which I will need to be more aware of in the future!

Allana Cruz | Editorial Assistant
Social Behavior and Personality: an international journal