Comparisons make faces more attractive: An ERP study

Facial attractiveness judgment largely depends on the characteristics of the facial structure and the personality of the observer. However, little is known about the influence of contextual variations on facial attractiveness. In this electroencephalogram study, participants judged the attractiveness of faces presented individually or in pairs with either a higher‐attractive face (HAF) or lower‐attractive face (LAF). The attractiveness judgment rating of the target face was significantly higher when presented in pairs with HAFs or LAFs than when presented individually and was accompanied by a larger late positive complex. These results suggest that contextual faces enhance the attractiveness judgment of target faces. Microstate analyses revealed that the global field power (GFP) of state 3 was significantly correlated with the attractiveness judgment in the HAF condition whereas the GFP of state 2 was significantly correlated with the attractiveness judgment in the LAF condition. Interestingly, the GFP of state 2 mediated the relationship between narcissism and facial attractiveness judgment in the context of LAFs. Source location analyses showed that states 3 and 2 activated the superior and middle frontal gyrus, which are involved in emotion processing. Our findings suggest that facial attractiveness can be enhanced by contextual comparison with other faces, subject to personality of the observer.