SOCIAL INFLUENCE, SEX DIFFERENCES, AND GROUP SWAY ON JUDGMENTS OF BEAUTY

Program year: 1996/1997Digitized from print original stored in HDRTwo converging, multimethod experiments probed the hypothesis that group discussion of physical attractiveness would lead to reevaluation of initial judgments more consistent with group standards. In Study 1 participants evaluated photographs, discussed their opinions with the group, and reevaluated the photos either in private or public. Results showed that participants became more homogeneous as a group, and more negative, in their second ratings. Women initially rated all photos lower than men, became more negative than men at the second rating, and conformed more in the public condition than in the private. Study 2 placed a confederate in the group who communicated positive, negative, or neutral opinions about the photos. As in Study 1, Study 2 found that all participants became more negative at the second rating. Study 2 found that the pattern of social influence was different for men and women. Women were more influenced by negative peers than were men. Results were discussed in terms of different processes underlying social influence in men and women