The contrast effect of physical attractiveness in japan

Rotem Kowner, Toshiki Ogawa

Research output: Contribution to journalArticlepeer-review


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.

Original languageEnglish
Pages (from-to)51-64
Number of pages14
JournalJournal of Psychology: Interdisciplinary and Applied
Issue number1
StatePublished - Jan 1993
Externally publishedYes

Bibliographical note

Funding Information:
This research was supported by a scholarship from the Ministry of Education of Japan to Rotem Kowner. The experiment reported here is an expansion of part of his master’s thesis under the direction of Toshiki Ogawa. We thank Mariko Yamamoto, Charles Rey, and Hajime Tanabef or their helpful comments; we also thank Takajkmi Teresawa, Sosuke Miyamoto, and Mika Omori for their assistance with the experiment. Address correspondence to Rotem Kowner, Institute of Psychology, University of Tsukuba, Tennodai 1-1-1, Tsukuba City 305, Japan. (E-mail: rote m@human. tsukuba. ac.j p).

ASJC Scopus subject areas

  • Business, Management and Accounting (miscellaneous)
  • Education
  • General Psychology


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