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People can separate social information from faces when they have a goal to assess trustworthiness, influencing trust behaviors. However, attractiveness goals lead to a trustworthiness halo effect, and goal-agnostic processing remains holistic.

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Area of Science:

  • Cognitive psychology
  • Social cognition
  • Perception

Background:

  • Faces provide complex social information crucial for guiding behaviors like trust.
  • Previous research indicates holistic face processing, but the role of goals in this process is unclear.
  • The ability to factorize social attributes from faces could offer representational flexibility.

Purpose of the Study:

  • To investigate whether human goals influence the factorization of multidimensional social information from faces.
  • To determine if individuals can separately represent attributes like attractiveness and trustworthiness.
  • To examine the impact of goal-directed versus goal-agnostic face perception on social judgments.

Main Methods:

  • Utilized a novel statistical face model to orthogonalize perceived attractiveness and trustworthiness, overcoming natural attribute correlations.
  • Conducted three experiments with 249 participants to assess face perception under different goal conditions.
  • Employed a trust game to measure behavioral outcomes related to the degree of attribute factorization.

Main Results:

  • Participants successfully factorized attractiveness and trustworthiness when their goal was to assess trustworthiness, with greater factorization correlating with increased trust.
  • A significant trustworthiness "halo effect" was observed when the goal was attractiveness assessment, where trustworthiness biased attractiveness perception.
  • In goal-agnostic conditions, face perception remained holistic, with no evidence of attribute factorization.

Conclusions:

  • Human ability to factorize multidimensional social information from faces is context-dependent and goal-driven.
  • Goal-directed processing allows for flexible, attribute-specific face representations, enhancing accurate social judgments.
  • Holistic processing dominates in the absence of specific goals, leading to intertwined social attribute perceptions.