The impact of baby schema on perceived attractiveness, beauty, and cuteness in female adults

Beauty and cuteness are considered to represent different aspects of attractiveness and to be distinguishable from each other by their respective reliance on neonate and sexually mature features found in attractive faces. In this study, we investigated whether baby schema features in adult faces affect not only cuteness, but also beauty and attractiveness. We also investigated possible differences among attractiveness, beauty, and cuteness, and possible effects of perceived youth on these judgments. Results showed that baby schema features affected judgments of attractiveness, beauty, and cuteness, but that perceived youth did not significantly influence these judgments. Furthermore, the effect of each facial feature differed across rating types with the participants’ naïve interpretation of rating categories. This suggests that beauty predominantly refers to sexual attraction, while attractiveness refers to a non-sexual attraction regardless of participants’ gender. However, gender differences may exist in judging cuteness. Therefore, expressions related to attractiveness may incorporate different elements and this distinction may not be fully shared across gender.