A robust implicit measure of facial attractiveness discrimination

Decisions of attractiveness from the human face are made instantly and spontaneously, but robust implicit neural measures of facial attractiveness discrimination are currently lacking. Here we applied fast periodic visual stimulation coupled with electroencephalography (EEG) to objectively measure the neural coding of facial attractiveness. We presented different pictures of faces at 6 Hz, i.e. six faces/second, for a minute while participants attended to a central fixation cross and indicated whether the cross shortly changed color. Every other face in the stimulation was attractive and was replaced by a relatively less attractive face. This resulted in alternating more/less attractive faces at a 3 Hz rate, eliciting a significant increase in occipito-temporal EEG amplitude at 3 Hz both at the group and the individual participant level. This response was absent in two control conditions where either only attractive or only less attractive faces were presented. These observations support the view that face-sensitive visual areas discriminate attractiveness implicitly and rapidly from the human face.