On Physical Attractiveness Stereotyping in Taiwan: A Revised Sociocultural Perspective

Abstract

Abstract Dion, Pak, and Dion's (1990) sociocultural perspective holds that physical attractiveness stereotyping is less likely among allegedly “collectivist” peoples, who, instead, are said to make characterological inferences based on target persons' group-related behaviors or attributes. A rival sociocultural perspective is that people from all cultures readily use such individuating cues as facial attractiveness to make characterological inferences, provided that the judgments they are asked to make activate salient cultural beliefs and values. Consistent with this latter perspective, Taiwanese undergraduates who judged attractive or unattractive stimulus persons showed clear evidence of physical attractiveness stereotyping on trait dimensions that were high or low in social desirability but showed no stereotyping on traits of moderate desirability, which have little evaluative significance. Attractiveness stereotyping appeared to be strongest among participants who showed the greatest acceptance of traditional Chinese beliefs and values.