BEAUTY IS AS BEAUTY DOES - MAKEUP AND POSTURE EFFECTS ON PHYSICAL ATTRACTIVENESS JUDGMENTS

Recent studies have examined human beauty as a biological, structural trait. This view of beauty is incomplete because it does not consider the amount of variability in beauty judgments attributable to self-pre sentation strategies. This study was designed to estimate the importan ce of self-presentation practices on beauty judgments. For women withi n plus or minus one standard deviation of average facial attractivenes s, makeup effect size estimates were comparable to previously publishe d estimates of the importance of structural factors in attractiveness judgments. Similarly, for average weight stimuli, posture was comparab le to body build in influencing attractiveness judgments. Implications for personal appearance businesses, health psychology, and counseling practice are discussed.