I've actually seen several different studies on this. Some theories:
Pheromones, meaning the smell of different people (though sweat or whatever). When they asked women to smell sweaty T shirts worn by different men, one of the men being their brother, women consistently rated their brother's scent the worst. This suggests that may be some kind of biological mechanism which makes us less attracted to those with very similar genes to ourselves, thus preventing inbreeding, and instead makes us more attracted to those very genetically different than ourselves, thus promoting diversity and further evolution.
Another I'm sure everyone knows about is symmetry. The more symmetrical someone's face is, the more attractive we may find them. This is thought to be because symmetry may have an unconscious link for us to health. Health, ability to produce healthy offspring and pass on desirable traits is a main part of this. For example, why are taller men more popular with women? Because the taller someone is, and this is a generalization, the stronger they have a potential to be. A women, speaking in pre-historic terms, wants a tall strong man who can protect her and her offspring from attackers. On the subject of health, we also favor people with clear skin, bright eyes, etc because we see them as more likely to survive and as having good qualities to pass on to our children.
Women with big hips? It's thought that a small waist and big hips represent a woman more able to easily have children, which is appealing to pre-historic men. Also I've read somewhere there a full butt represents fertility in the male mind, and that because the cleavage of big breasts look very similar to a woman's butt, these are also considered attractive.
Also, some women may prefer men with somewhat feminine features because they see the more feminine man as more nurturing and more likely to stay with her and take care of their offspring. I've also read somewhere that less attractive men and women will tend to go for other men/women around the same level of attractiveness as themselves. May be that they see others as out of their league/below them, or perhaps they can relate more to the less attractive man/woman. Not sure.
These are all things I've read on the subject, so feel free to dispute them. I don't necessarily agree with some of the points myself, and I don't have the sources seeing as this is just random knowledge I've gathered over time, so it's not unlikely that the information could be wrong. This is all just on a purely biological level, though. Beyond that, I would say it's not only appearance that is important. It may sound like I'm just trying to be PC, but I personally would never go for someone attractive if they were a jerk, whereas I actually can develop crushes on guys I don't normally find attractive if I like their personalities.
I think that it's a really complex mixture of factors, biological, physical, mental, social and sometimes pure luck. I doubt science will ever produce an exact formula to attraction, but there are definitely some hints in biology and psychology.
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