Face-ism as a determinant of interpersonal perceptions: The influence of context on facial prominence effects

The influence of facial prominence on trait ratings made about videotaped m en and women described as pursuing either stereotypically masculine or femi nine careers was examined. Most participants (N = 168) were White women. Fa cial prominence failed to influence perceptions when gender or occupation s tereotypes were strong. However, when those stereotypes were weaker, facial prominence effects emerged such that individuals were rated as possessing more of the trait when shown with high facial prominence. For example, men were rated higher on evaluative traits when shown with high, as opposed to low, facial prominence. The results suggest that facial prominence differen ces observed in the media may reinforce stereotypes.