Facial attractiveness is judged through a combination of multiple cues including morphology (facial shape) and skin properties (facial reflectance). While several studies have examined the way in which people in Western cultures judge facial attractiveness, there have been fewer investigations into non-Western attitudes. This is because stimuli that quantitatively vary the attractiveness of non-Western faces are rare. In the present study, we built a model of the attractiveness of East-Asian faces, judged by East-Asian observers. Therefore, 400 computer-generated East-Asian faces were created and attractiveness rating scores were collected from Japanese observers. Data-driven mathematical calculations were used to identify quantitative links between facial attractiveness and shape and reflectance properties, with no prior hypothesis. Results indicate that faces with larger eyes, smaller noses and brighter skin are judged as more attractive, regardless of the sex of the faces, possibly reflecting a general preference for femininity. Shape is shown to be a strong determinant of attractiveness for both male and female faces, while reflectance properties are less important in judging male facial attractiveness. Our model provides a tool to effectively produce East-Asian face stimuli that quantitatively varies attractiveness and can be used to elucidate visual processes related to attractiveness judgements.

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Neuroaesthetics has been searching for the neural bases of the subjective experience of beauty. It has been demonstrated that neural activities in the medial prefrontal cortex (mPFC) and the left primary motor cortex (lPMC) correlate with the subjective experience of beauty. Although beauty and ugliness seem to be semantically and conceptually opposite, it is still unknown whether these two evaluations represent extreme opposites in unitary or bivariate dimensions. In this study, we applied transcranial direct current stimulation (tDCS) to examine whether non-invasive brain stimulation modulates two types of esthetic evaluation; evaluating beauty and ugliness. Participants rated the subjective beauty and ugliness of abstract paintings before and after the application of tDCS. Application of cathodal tDCS over the mPFC with anode electrode over the lPMC, which induced temporal inhibition of neural excitability of the mPFC, led to a decrease in beauty ratings but not ugliness ratings. There were no changes in ratings of both beauty and ugliness when applying anodal tDCS or sham stimulation over the mPFC. Results from our experiment indicate that the mPFC and the lPMC have a causal role in generating the subjective experience of beauty, with beauty and ugliness evaluations constituting two distinct dimensions.

Behavioral choice alters one’s preference rather than simply reflecting it. This effect to fit preferences with past choice, is known as “choice-induced preference change.” After making a choice between two equally attractive options, one tends to rate the chosen option better than they initially did and/or the unchosen option worse. The present study examined how behavioral choice changes subsequent preference, using facial images for the choice options as well as blind choice techniques. Participants rated their facial preference for each face, and chose between two equally preferred faces and subsequently rated their facial preference. Results from four experiments demonstrated that randomly chosen faces were more preferred only after participants were required to choose “a preferred face,” (in Experiment 1) but not “an unpreferred face,” (in Experiment 2) or “a rounder face” (in Experiment 3). Further, preference change was still observed after participants were informed that choices were actually random (in Experiment 4). Our findings provide new and important implications characterizing the conditions under which random choice changes preference, and show that people are tempted to make a biased evaluation even after they know that they did not make the choice for themselves.