This study examines sex differences in the effects familiarity has on attraction. Link to the full paper.

  • In the first study, men and women were show a series of both male and female faces and asked to rate them for attractiveness. They were then showed the photographs again and asked to rate them again. This was to test if familiarity with the faces increased or decreased the attractiveness of the people in the photographs. Women rated both women and men higher on the second round, implying that familiarity with faces increased their attractiveness to women. Men rated men higher on the second round but women lower on the second round. This implies that novel female faces are more attractive to men than familiar ones.

  • The second study was identical to the first, except participants were asked to distinguish between 'attractiveness for short term relationships' and 'attractiveness for long term relationships'. The female participants rated the familiar male faces higher for both STRs and LTRs. The male participants rates the familiar female faces lower for both STRs and LTRs, but especially lower for STRS.

  • The third study examined the 'sexiness' and 'trustworthiness' rating differences in novel/familiar faces. The female participants rated the more familiar faces as significantly more trustworthy and slightly more sexy. The male participants rated the familiar faces as more trustworthy, but significantly less sexy.

  • The fourth study had a different structure than the previous three. It examined how attractive faces were rated in comparison to similarity to a current or most recent past romantic partner. Both men and women rated the faces more similar to their current or most recent past partner as more attractive. Female participants demonstrated a larger current partner attraction, and male participants demonstrated a greater recent past partner attraction.

In summary, women find familiar male faces more attractive, more sexy, and more trustworthy. They also find male faces that look like their romantic partner more attractive. Men, however, find familiar female faces less attractive, less sexy, but more trustworthy. They find faces that look like their romantic partner's more sexy, but not to the degree women did.

What are the implications of this? Are men better off pursuing women they know to get the familiarity attractiveness boost? Is this part of the reason women rate online dating profiles so lowly? Are husband goggles stronger than wife goggles?