The effects of women’s cosmetics on men’s approach

Title: The effects of women’s cosmetics on men’s approach



The predictions were supported by the results of this experiment. Makeup of the female-confederates was associated with higher male contact and a shorter latency for the first contact. These results obtained in a real social setting were congruent with the data obtained from studies on impression formation conducted in the laboratory (Cash, Dawson, Davis, Bowen & Galumbeck, 1989; Cox & Glick, 1986; Graham & Jouhar, 1981; Nash, Fieldman, Hussey, Leveque and Pineau, 2006; Mulhern, Fieldman, Hussey, Leveque & Pineau, 2003; Workman & Johnson, 1991). These results seem to show that the positive effects of make-up on ratings of physical or social attractiveness found in the studies cited here translate to more overt behaviors of males.

One might ask why cosmetic use is associated with courtship behavior. Perhaps the effect of makeup is not to enhance physical attractiveness per se, but to serve as a cue to males that “this female might be available.” McKeachie (1952) reported data indicating that young women were evaluated by young male students as more frivolous and more interested in the opposite sex when wearing makeup than when not.



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