Rules of Attraction

Apr 02, 07:29 AM

Current Headlines: By Sally Raikes

TO MANY women, applying make-up in the morning is a ritual as automatic as brushing their teeth. But while 'putting the face on' may make them feel more presentable to the outside world, how many realise exactly what signals they send out by applying blusher, foundation and mascara?

Dr Raj Persaud, a consultant psychiatrist at the Maudsley hospital in London, says the impulse to enhance our features with cosmetics is an unconscious one. "Evolutionary theory argues that we're programmed to find certain things attractive. But we're driven by forces that we are often not aware of, or which we rationalise as being something else," he says.

His book, Simply Irresistible (GBP 12.99, Transworld), explores the laws of seduction by examining how best to behave on a date and the ways in which we can physically improve our chances of finding a partner. Blusher, for example, has been used by women for millennia. While most would assume its effect is designed to give the impression of good health or a natural flush, the truth is quite different. "When women are ovulating - that is, when they're at their peak fertility - there is evidence to suggest that their skin is slightly redder due to capillary dilation of the blood vessels. So a woman wearing blusher is a signal that they are at their most fertile," says Persaud.

Wearing foundation triggers an equally primitive reaction in men. "Because women reach their peak fertility around their late teens, men value a youthful appearance, so having flawless skin is highly rated," says Persaud. "Men's fertility doesn't depend on time in the same way, so women are less bothered by age. Instead, the key traits that evolutionary theory predicts women will be interested in are dominance and power."

Eye make-up also helps a woman appear more attractive as it makes the eyes seem bigger, tapping into yet another basic instinct. "Babies have very big eyes in relation to the rest of the head, and we are biologically programmed to find them attractive. In applying eye make-up, women are creating a neoteny - or baby - look that men are unconsciously attracted to." This means a rounder and less angular face, larger and rounder eyes, higher eyebrows, a smaller nose, higher forehead and smaller chin. Neoteny may also explain the mysterious attractiveness of blondes, since babies' hair colour is often lighter than that of adults.

This is not always the case, however, as another theory is that the economic climate at the time can influence men's desire for particular characteristics. In a boom period, when men are feeling financially secure, they go for the baby-faced look, confident that they have the resources to look after a partner. In a period of recession, though, men are attracted to more mature-looking women, who signal that they can look after themselves. Psychologists at the University of Georgia found evidence to support this when they studied American actresses between 1932 and 1995. Baby-faced actresses were found to be more popular during prosperous periods, and the grown-up look was favoured in less affluent years.

While external factors are beyond your control, fortunately other tactics can be employed as seduction tools. The way you conduct yourself during a date is at least as important as how you look. Rather than just 'being yourself', Persaud suggests that adopting certain conversational strategies can improve your chances of getting a second date.

Contrary to popular belief, seeking to be constantly charming and agreeable during drinks or dinner is not the best way to go about impressing your would-be partner. A US study set up a series of dates during which colleagues planted by the experimenter spent the entire time agreeing or disagreeing with their date. Unsurprisingly, those who were contradicted in everything they said thought their date less attractive than those whose dates agreed with them.

However, a third plant, who began the evening disagreeing and switched to agreeing halfway through, was found to be the most attractive of all. "The experience of sudden agreement after much disagreement makes you feel that you have had an impact on your date, and this is found to be attractive," says Persaud. "Also, finding yourself in a situation of constant disagreement is extremely threatening, and it raises your anxiety levels; the switch to agreement produces dramatic relief, the positive emotion of which you may at least in part mistake for attraction."

It's easy to scoff at such a manipulative approach to dating, but Persaud believes that unpicking the psychology behind our mating behaviour will pay off in the long run. "People find it an uncomfortable idea that there are scientific laws to human attraction," he says. "But if you use these laws to your advantage, you can make anyone you target feel attracted to you."

Dr Raj Persaud is giving a talk about the science of attraction at Edinburgh Science Festival (0131 524 9830) on Saturday. Tickets cost GBP 10 (GBP 8 concessions)

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