Attributions of self-esteem as a function of duration of eye contact

American male and female college students who were randomly assigned to one of six groups viewed a 60-s videotape. The content of the tape was derived from the factorial combination of sex of model (both American and White) on the tape with duration of eye contact (5 s, 30 s, or 50 s) maintained by the model with an interviewer. After viewing the tape, the subjects completed the Multidimensional Self-Esteem Inventory (O'Brien & Epstein, 1988) as they thought the model in the tape would. For all 10 self-esteem component scales, scores significantly increased as amount of eye contact increased. For 7 of the 10 scales, self-esteem scores for the female model were higher than those for the male model. The data generally extend and support previous research demonstrating that, as eye contact increases between Americans, American observers rate them more favorably.