THE CONTRAST EFFECT OF PHYSICAL ATTRACTIVENESS IN JAPAN

We examined contextual effects on the judgment of others' attractiveness and self-evaluation among Japanese university students who rated their body satisfaction and self-esteem following exposure to various attractiveness stimuli. Our results showed the existence of a contrast effect of attractiveness stimuli on the judgment of target stimuli in men and women. A similar contrast effect on subjects' self-esteem and body satisfaction occurred in female students only. Western-based attractiveness comparison processes also prevailed in Japan. A gender difference was evident in the contextual effect of physical attractiveness stimuli.