‘Compete Or Cooperate’– How Motivational Mindsets Affect Facial Beauty Judgments

The present research examines the effect of competition versus cooperation mindset on facial beauty judgments and face processing style. Initial results show that a competitive state leads to higher evaluations of female faces compared to a cooperative state. We hypothesize a social comparison resulting in self-threat as the underlying process.


Natalie Truong and George Christopoulos (2016) ,"‘Compete Or Cooperate’– How Motivational Mindsets Affect Facial Beauty Judgments", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 762-762.


Natalie Truong, Nanyang Technological University, Singapore
George Christopoulos, Nanyang Technological University, Singapore


NA - Advances in Consumer Research Volume 44 | 2016

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