Exploiting the beauty in the eye of the beholder: The use of physical attractiveness as a persuasive tactic

It is commonly perceived that women have greater success than men in using their physical attractiveness to persuade members of the opposite-sex to do favors. The current study is the first to empirically test this notion. One hundred and ninety men and women reported their experiences with the use of physical attractiveness as a persuasive tactic between themselves and members of the opposite-sex. Among the results, women reported more frequently having success with the tactic than did men and men reported more frequently having been successfully persuaded by the tactic than did women. Discussion argues that as women age beyond their 20s, they are increasingly less likely to have success with the tactic. Also discussed is how individuals’ attempts to reduce cognitive dissonance associated with use of the tactic may affect their reporting and use of it.