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In computer face averaging tests, women with averaged faces have been shown to be considered more attractive. [31] [202] This is possibly due to average features being more familiar and, therefore, more comfortable. [186] According to Chinese scholar Liu Jieyu (2008), there is more pressure on women than men to be physically attractive.
Skin color contrast has been identified as a feminine beauty standard observed across multiple cultures. [7] Women tend to have darker eyes and lips than men, especially relative to the rest of their facial features, and this attribute has been associated with female attractiveness and femininity, [7] yet it also decreases male attractiveness according to one study. [8]
The physical attractiveness stereotype was first formally observed in a study done by Karen Dion, Ellen Berscheid, and Elaine Walster in 1972. [1] The goal of this study was to determine whether physical attractiveness affected how individuals were perceived, specifically whether they were perceived to have more socially desirable personality traits and quality of life.
Kanan Gupta, an up-and-coming stand-up comedian from India, agrees. “Women love funny men. If you can make a girl laugh, you’re halfway there,” he says. And honestly, he might be onto something.
This ties in with the idea that women discriminate between men on hypothesized fitness cues. The more physically attractive a man is, the higher his fitness, and the "better" his genes will be. Women are attracted to masculine traits greater in sexual dimorphism (e.g. strong jawline, a more muscular body, a taller height).
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Women, especially when not using hormonal contraceptives, are more attracted to the scent of men heterozygous for HLA. Androstenone, from stale male sweat, is unattractive. However, the same attraction and mate preferences are not held by men for heterozygous women. Men are, however, more attracted to the scent of women with rare HLA alleles. [40]