Abstract
PURPOSE: Evaluating face attractiveness is a core aspect of face perception, which plays an important role in impression formation. A more reliable source of information in impression formation is moral behavior, which forms the primary basis for the comprehensive evaluation of others. Previous studies have found that one can easily form an association when faces and moral behaviors are presented together, which in turn affects facial attractiveness evaluation. However, little is known of the extent to which these learned associations affect facial attractiveness and whether the influence of moral behavior on facial attractiveness was related to facial appearance. METHODS: We used the associative learning paradigm and manipulated face presentation duration (Experiment 1 and Experiment 2) and response deadline (Experiment 2) to investigate these issues. Under these conditions, the association information was difficult to be retrieved. Participants learned associations between faces and scenes of moral behavior, and then evaluated facial attractiveness. RESULTS: We found that both moral behavior and facial appearance influence facial attractiveness under conditions where associated information was difficult to retrieve, and their effects increased with the increase of face presentation time. With increasing response deadlines, the effect of moral behavior on facial attractiveness increased. The influence of moral behavior on facial attractiveness was associated with facial appearance. CONCLUSION: These results suggest that moral behavior continuously affects facial attractiveness. Our findings expand previous research by showing a robust influence of moral behavior on facial attractiveness evaluation, and highlight the important role of moral character in impression formation.