Instantaneously Hotter: the Dynamic Revision of Beauty Assessment Standards

Haiyang Yang, Johns Hopkins University, USA
Leonard Lee, National University of Singapore, Singapore
We show that beauty is an instantaneously constructed notion and offer a micro-level explanation for how aesthetics change at the macro, societal-level. People non-consciously modify their judgment standards for beauty when exposed to others’ aesthetic preferences, consequently altering their subsequent judgments of beauty even in the absence of social pressure.
[ to cite ]:
Haiyang Yang and Leonard Lee (2014) ,"Instantaneously Hotter: the Dynamic Revision of Beauty Assessment Standards", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 744-745.