title: Assessing facial attractiveness: individual decisions and evolutionary constraints.
abstract: BACKGROUND
  Several studies showed that facial attractiveness, as a highly salient social cue, influences behavioral responses. It has also been found that attractive faces evoke distinctive neural activation compared to unattractive or neutral faces.
  
  
  OBJECTIVE
  Our aim was to design a face recognition task where individual preferences for facial cues are controlled for, and to create conditions that are more similar to natural circumstances in terms of decision making.
  
  
  METHODS
  In an event-related functional magnetic resonance imaging (fMRI) experiment, subjects were shown attractive and unattractive faces, categorized on the basis of their own individual ratings.
  
  
  RESULTS
  Statistical analysis of all subjects showed elevated brain activation for attractive opposite-sex faces in contrast to less attractive ones in regions that previously have been reported to show enhanced activation with increasing attractiveness level (e.g. the medial and superior occipital gyri, fusiform gyrus, precentral gyrus, and anterior cingular cortex). Besides these, females showed additional brain activation in areas thought to be involved in basic emotions and desires (insula), detection of facial emotions (superior temporal gyrus), and memory retrieval (hippocampus).
  
  
  CONCLUSIONS
  From these data, we speculate that because of the risks involving mate choice faced by women during evolutionary times, selection might have preferred the development of an elaborated neural system in females to assess the attractiveness and social value of male faces.
authors.affiliation: Institute of Psychology, Faculty of Humanities, University of Pécs, Pécs, Hungary.
authors.forename: Ferenc
authors.initials: F
authors.lastname: Kocsor
authors.affiliation: Institute of Behavioral Sciences, Medical School, University of Pécs, Pécs, Hungary.
authors.forename: Adam
authors.initials: A
authors.lastname: Feldmann
authors.affiliation: Institute of Psychology, Faculty of Humanities, University of Pécs, Pécs, Hungary.
authors.forename: Tamas
authors.initials: T
authors.lastname: Bereczkei
authors.affiliation: Institute of Behavioral Sciences, Medical School, University of Pécs, Pécs, Hungary.
authors.forename: János
authors.initials: J
authors.lastname: Kállai
keywords: evolutionary strategies; face perception; functional magnetic resonance imaging (fMRI); sex differences; social behavior