The Effects of Live Streamer's Facial Attractiveness and Product Type on Consumer Purchase Intention: An Exploratory Study with Eye Tracking Technology.

As a booming branch of online retailing, live-streaming e-commerce can present abundant information dimensions and diverse forms of expression. Live-streaming e-commerce has enabled online retailers to interact with customers face-to-face, resulting in widespread instances of emotional and impulse buying behavior. Prior research in live-streaming e-commerce has suggested that live streamers' characteristics, especially the live streamer's face, can affect customers' purchase intentions. The present research used questionnaire surveys and an eye tracking experiment to investigate the impact of live streamer's facial attractiveness on consumer purchase intention for search-based and experience-based products. The questionnaire survey analyzed 309 valid questionnaires and revealed that attractive faces are the key influencing factor driving consumers' impulse purchase intentions. Moreover, consumers' emotional experience plays a partial mediating role in the process of live streamers' faces influencing purchase intention. The eye tracking experiment further explored the mechanism of a live streamer's facial attractiveness on consumers' purchase intentions of search-based products and experience-based products from the perspective of visual attention by analyzing 64 valid sets of data. The results showed that attractive faces attract more consumers' attention and, therefore, increase their purchase intention. Furthermore, there is a significant interaction between product type, the live streamer's facial attractiveness, and consumers' purchase intentions. In the case of unattractive live streamers, consumers are more likely to buy search-based products than experience-based products, while the purchase intention does not vary between search-based products and experience-based products in the case of attractive live streamers. The present study provides evidence for 'beauty premium' in live-streaming e-commerce and sheds light on the design of the match between live streamers and different types of products.

The psychometrics of rating facial attractiveness using different response scales.

Perceiving facial attractiveness is an important behaviour across psychological science due to these judgments having real-world consequences. However, there is little consensus on the measurement of this behaviour, and practices differ widely. Research typically asks participants to provide ratings of attractiveness across a multitude of different response scales, with little consideration of the psychometric properties of these scales. Here, we make psychometric comparisons across nine different response scales. Specifically, we analysed the psychometric properties of a binary response, a 0-100 scale, a visual analogue scale, and a set of Likert scales (1-3, 1-5, 1-7, 1-8, 1-9, 1-10) as tools to measure attractiveness, calculating a range of commonly used statistics for each. While certain properties suggested researchers might choose to favour the 1-5, 1-7 and 1-8 scales, we generally found little evidence of an advantage for one scale over any other. Taken together, our investigation provides consideration of currently used techniques for measuring facial attractiveness and makes recommendations for researchers in this field.

Truth Lies in the Depths: Novel Insights into Facial Aesthetic Measurements from a U.S. Survey Panel.

BACKGROUND: Aesthetic facial bone surgery and facial implantology expand the boundaries of conventional facial surgery that focus on facial soft tissue. This study aimed to reveal novel aesthetic facial measurements to provide tailored treatment concepts and advance patient care. METHODS: A total of n=101 study participants (46 females and 55 males) were presented with 120 patient portraits (frontal images in natural head posture; 60 females and 60 males) and asked to assess the facial attractiveness (scale 0-10; "How attractive do you find the person in the image?") and the model capability score (MCS; scale 0-10; "How likely do you think the person in the image could pursue a modelling career?"). For each frontal photograph, defined facial measurements and ratios were taken to analyse their relationship with the perception of facial attractiveness and MCS. RESULTS: The overall attractiveness rating was 4.3 ± 1.1, while the mean MCS was 3.4 ± 1.1. In young males, there was a significant correlation between attractiveness and the zygoma-mandible angle (ZMA)2 (r= - 0.553; p= 0.011). In young and middle-aged females, MCS was significantly correlated with facial width (FW)1-FW2 ratio (r= 0.475; p= 0.034). For all male individuals, a ZMA1 value of 171.79 degrees (Y= 0.313; p= 0.024) was the most robust cut-off to determine facial attractiveness. The majority of human evaluators (n=62; 51.7%) considered facial implants a potential treatment to improve the patient's facial attractiveness. CONCLUSION: This study introduced novel metrics of facial attractiveness, focusing on the facial skeleton. Our findings emphasized the significance of zygomatic measurements and mandibular projections for facial aesthetics, with FI representing a promising surgical approach to optimize facial aesthetics. LEVEL OF EVIDENCE IV: This journal requires that authors assign a level of evidence to each article. For a full description of these Evidence-Based Medicine ratings, please refer to the Table of Contents or the online Instructions to Authors www.springer.com/00266 .

The impact of facial attractiveness and alleged personality traits on fairness decisions in the ultimatum game: Evidence from ERPs.

In the mind of the beholder the personality and facial attractiveness of others are interrelated. However, how these specific properties are processed in the neurocognitive system and interact with each other while economic decisions are made is not well understood. Here, we combined the ultimatum game with EEG technology, to investigate how alleged personality traits and the perceived facial attractiveness of proposers of fair and unfair offers influence their acceptance by the responders. As expected, acceptance rate was higher for fair than unfair allocations. Overall, responders were more likely to accept proposals from individuals with higher facial attractiveness and with more positive personality traits. In ERPs, words denoting negative personality traits elicited larger P2 components than positive trait words, and more attractive faces elicited larger LPC amplitudes. Replicating previous findings, FRN amplitudes were larger to unfair than to fair allocations. This effect was diminished if the proposer's faces were attractive or associated with positive personality traits. Hence, facial attractiveness and the valence of personality traits seem to be evaluated independently and at different time points. Subsequent decision making about unfair offers is similarly influenced by high attractiveness and positive personality of the proposer, diminishing the negative response normally elicited by "unfair" proposals, possibly due a "reward" effect. In the ERPs to the proposals the effect of positive personality and attractiveness were seen in the FRN and P300 components but for positive personality traits the effect even preceded the FRN effect. Altogether, the present results indicate that both high facial attractiveness and alleged positive personality mitigate the effects of unfair proposals, with temporally overlapping but independent neurocognitive correlates.

Tooth Colour and Facial Attractiveness: Study Protocol for Self-Perception with a Gender-Based Approach.

(1) Background. The aim of the present protocol is to assess whether self-perception of tooth colour and facial attractiveness correlates with gender and mood state. (2) Study protocol. The protocol foresees a cross-sectional clinical study, developed by Sapienza University of Rome, Italy, Department of Oral and MaxilloFacial Sciences, and 15 UNID (Unione Nazionale Igienisti Dentali-National Union of Dental Hygienists)-affiliated clinical centers in Italy. The protocol consists of a clinical visit, during which photographic documentation of the face and smile is collected with spectrophotometric evaluation of tooth colour. During the visit, two validated questionnaires are filled in. The first one is filled by the operator for the collection of data on: i) patient's face and smile colorimetric characteristics; ii) patient's and operator's evaluations of the dental colour and smile attractiveness. The second one is completed by the patient for the assessment of his/her mood state. (3) Conclusions. This protocol highlights the importance in aesthetic dentistry of a gender-specific approach and the limitations of gender-neutral models, revealing the existing gender differences in aesthetic self-perception. In addition, the colour-matching relationships between facial and dental colour characteristics will be explored. This approach improves the accuracy and personalization of aesthetic assessments in dentistry, by addressing personalized and gender-specific needs. A gender-inclusive methodology that takes a more nuanced and culturally aware approach to aesthetic dentistry is a useful adjunct to modern clinical practices.

Novel Parameter in Pre-Surgical Orthodontic Preparation: A Retrospective Study on the Role of the Upper Incisor Position and a Morphological Evaluation of the Anterior Nasal Spine.

The position and inclination of the incisors play a crucial role in achieving optimal outcomes in orthodontic and orthognathic surgical treatment, given their impact on facial aesthetics. Background/objectives: Due to numerous distorting factors that affect the reliability of the ANB angle, the aim of the present work is to evaluate a more constant parameter over time, the anterior nasal spine (ANS), and explore whether aligning the incisal margin of the upper incisors with the anterior nasal spine could be a reliable indicator for achieving appropriate labial support in pre-surgical orthodontic preparation. Methods: From a pool of 500 cone beam computed tomography (CBCT) scans, 50 CBCT examinations displaying a Class 1 skeletal pattern (ANB = 2° ± 2°) with an intermediate (3.2-4 mm) or mixed (4-6 mm) sagittal maxillary position (MX), as determined by the 3D multiplanar total face approach (TFA), were selected and compared with CBCT examinations randomly chosen from the initial pool. Moreover, 12 landmarks were identified, and measurements were automatically obtained, using software, and recorded. Mean and standard deviation values were calculated for each sample. A comparison was made between the two samples, aligning the results with the morphological analysis of the anterior nasal spine and the sagittal position of the upper maxilla. Results: In Class 1 subjects, the distance between the incisal margin and the plane passed in relation to the anterior nasal spine should range between -1 mm and 1 mm, aligned with or slightly ahead of the anterior nasal spine or slightly ahead of this limit. Conclusions: The anterior nasal spine can serve as a reliable reference point for planning the position of the upper incisors, with excessive proclination or retroclination from this reference point deemed unacceptable.

Social, intellectual, psychological, and attractiveness judgements of lay people about patients before and after combined orthodontic-orthognathic surgical treatment.

BACKGROUND: Facial appearance plays a significant role in the success of social interactions. There is a limited amount of evidence investigating the influence of combined orthodontic-orthognathic surgical treatment on the social judgments of lay people. OBJECTIVE: The aim of this study was to investigate whether changes in facial appearance following orthognathic surgery alter the social judgements made by lay people. ETHICAL APPROVAL: Ethical approval was granted from the University of Sheffield School of Clinical Dentistry Research Ethics Committee on 17th August 2020 (Reference: 033775). MATERIALS AND METHODS: This cross-sectional, web-based survey involved clinical photographs of six Caucasian female patients pre- and post-combined orthodontic-orthognathic treatment. Three patients had a pre-treatment class 2 skeletal pattern, and three patients had a pre-treatment class 3 skeletal pattern. Staff and students at the University of Sheffield, UK were invited to evaluate five personality traits: (i) friendliness, (ii) intelligence, (iii) attractiveness, (iv) self-confidence, and (5) trustworthiness using a 5-point Likert scale. The trait scores were summed to obtain a total social judgement score, and a paired t-test was used to compare the total scores from pre- and post-treatment images. RESULTS: There were 261 responses to the survey of which 181 (75%) were completed fully. The total social judgement scores from after treatment images were higher compared with the pre-treatment images (mean diff 1.6; P < .001) indicating more positive social judgements. The improvements in perceived social judgments were more notable for class 3 patients (mean diff 2.7) compared to class 2 patients (mean diff 0.7). CONCLUSION: Social judgement scores were higher (more positive) from post-treatment images of patient faces than their pre-treatment images. The findings highlight the possible indirect benefits combined orthodontic-orthognathic surgical treatment may have on an individual in a social setting.

Predicting Facial Attractiveness from Colour Cues: A New Analytic Framework.

Various facial colour cues were identified as valid predictors of facial attractiveness, yet the conventional univariate approach has simplified the complex nature of attractiveness judgement for real human faces. Predicting attractiveness from colour cues is difficult due to the high number of candidate variables and their inherent correlations. Using datasets from Chinese subjects, this study proposed a novel analytic framework for modelling attractiveness from various colour characteristics. One hundred images of real human faces were used in experiments and an extensive set of 65 colour features were extracted. Two separate attractiveness evaluation sets of data were collected through psychophysical experiments in the UK and China as training and testing datasets, respectively. Eight multivariate regression strategies were compared for their predictive accuracy and simplicity. The proposed methodology achieved a comprehensive assessment of diverse facial colour features and their role in attractiveness judgements of real faces; improved the predictive accuracy (the best-fit model achieved an out-of-sample accuracy of 0.66 on a 7-point scale) and significantly mitigated the issue of model overfitting; and effectively simplified the model and identified the most important colour features. It can serve as a useful and repeatable analytic tool for future research on facial impression modelling using high-dimensional datasets.

The relationship between facial attractiveness and perceived guilt across types of crime.

Facial first impressions influence jurors in both laboratory experiments and real courtrooms. Often, more attractive defendants are perceived as less guilty and receive more lenient sentences. However, the type of crime under consideration, as well as the ecological validity of the stimuli presented, may determine the nature of this bias. Here, extending previous work, we considered three crime types (robbery, sexual assault, and murder) and utilised short video clips of male defendants, accompanied by real-world crime descriptions. Crucially, we varied attractiveness by presenting a large set of identities, in comparison with the typical use of one "high" and one "low" attractive face. Using null hypothesis significance testing, we found no evidence that either attractiveness or crime type influenced guilt perceptions. Taking a Bayesian perspective, our results provided some evidence that more attractive defendants were rated as less guilty of murder but more guilty of sexual assault, with no bias observed for robbery. Importantly, however, none of these effects had high certainty and all were small in size. By comparing the extremes of attractiveness, we again found inconclusive evidence of any attractiveness effects, with small differences in all cases. The implications for this departure from previous findings are discussed in terms of ecological validity and the need to consider attractiveness as a continuous rather than binary measure.

Let's put a smile on that face-A positive facial expression improves aesthetics of portrait photographs.

In today's age of social media and smartphones, portraits-such as selfies or pictures of friends and family-are very frequently produced, shared and viewed images. Despite their prevalence, the psychological factors that characterize a 'good' photo-one that people will generally like, keep, and think is especially aesthetically pleasing-are not well understood. Here, we studied how a subtle change in facial expression (smiling) in portraits determines their aesthetic image value (beyond a more positive appearance of the depicted person). We used AI-based image processing tools in a broad set of portrait photographs and generated neutral and slightly smiling versions of the same pictures. Consistent across two experiments, portraits with a subtle smile increased both spontaneous aesthetic preferences in a swiping task as well as improving more explicit aesthetic ratings after prolonged viewing. Participants distinguished between aspects associated with image beauty and the depicted person's attractiveness, resulting in specific interactions between variables related to participant traits, image content, and task. Our study confirms that a subtle-and in this case fully artificial-smile reliably increases the aesthetic quality of portraits, illustrating how current image processing methods can target psychologically important variables and thereby increase the aesthetic value of photographs.

Remembering unexpected beauty: Contributions of the ventral striatum to the processing of reward prediction errors regarding the facial attractiveness in face memory.

The COVID-19 pandemic has led people to predict facial attractiveness from partially covered faces. Differences in the predicted and observed facial attractiveness (i.e., masked and unmasked faces, respectively) are defined as reward prediction error (RPE) in a social context. Cognitive neuroscience studies have elucidated the neural mechanisms underlying RPE-induced memory improvements in terms of monetary rewards. However, little is known about the mechanisms underlying RPE-induced memory modulation in terms of social rewards. To elucidate this, the present functional magnetic resonance imaging (fMRI) study investigated activity and functional connectivity during face encoding. In encoding trials, participants rated the predicted attractiveness of faces covered except for around the eyes (prediction phase) and then rated the observed attractiveness of these faces without any cover (outcome phase). The difference in ratings between these phases was defined as RPE in facial attractiveness, and RPE was categorized into positive RPE (increased RPE from the prediction to outcome phases), negative RPE (decreased RPE from the prediction to outcome phases), and non-RPE (no difference in RPE between the prediction and outcome phases). During retrieval, participants were presented with individual faces that had been seen and unseen in the encoding trials, and were required to judge whether or not each face had been seen in the encoding trials. Univariate activity in the ventral striatum (VS) exhibited a linear increase with increased RPE in facial attractiveness. In the multivariate pattern analysis (MVPA), activity patterns in the VS and surrounding areas (extended VS) significantly discriminated between positive/negative RPE and non-RPE. In the functional connectivity analysis, significant functional connectivity between the extended VS and the hippocampus was observed most frequently in positive RPE. Memory improvements by face-based RPE could be involved in functional networks between the extended VS (representing RPE) and the hippocampus, and the interaction could be modulated by RPE values in a social context.

The relationship between different levels of facial attractiveness and malocclusion perception: an eye tracking and survey study.

INTRODUCTION: The aim of this study was to investigate the relationship between levels of facial attractiveness and the perception of different types of malocclusion. METHODS: A preliminary questionnaire was used to assign photographs of three female patients to low, moderate, and high facial attractiveness designations. Seven modified photographs for each smile photograph of each of these three patients were created. The evaluated photographs were as follows: P0: at rest position, P1: ideal smile, P2: - 2-mm (low) smile line, P3: + 4-mm gummy smile, P4: + 6-mm gummy smile, P5: maxillary anterior crowding, P6: median diastema, P7: polydiastema. An eye tracking device and a questionnaire were used to collect data from orthodontists, dentists, orthodontic patients, and laypeople. RESULTS: Total fixation duration varied depending on the type of malocclusion, the level of facial attraction, and the participants' occupations. In general, orthodontists and dentists had higher total fixation duration scores than orthodontic patients and laypersons. The maxillary anterior crowding photograph had the lowest visual analysis scale score at each attractiveness level (low, medium, and high). Visual analysis scale scores became similar at each attractiveness level only in the P4 photographs, and thus the difference in facial attractiveness disappeared. CONCLUSION: While a worsening of the ideal smile had a smaller impact on aesthetic perceptions in an individual with low facial attractiveness, it had a significant negative impact on a person with high facial attractiveness. Anterior crowding and diastema had a more negative impact on facial attractiveness than low or high smile lines.

Cuteness and the Power of Emotion.

Background: There is an agreement among individuals from different cultures in how they judge the cuteness of a face. There are observations suggesting that some preferences may be neurobiological rather than cultural. Most of the studies conducted use adult faces with a neutral expression; however, the mechanisms involved in rating cuteness are not exactly the same as those involved in the perception of attractiveness. Furthermore, it is not always taken into account that emotional expressions influence the impression on the beauty of a face. The objective of the study is to evaluate the influence of the different emotions on the perception of cuteness of children's faces. Materials and Methods: We included 60 adults and 21 children who observed 150 photographs of children's faces expressing the six basic emotions and had to rate facial cuteness. Results: Participants gave the highest cuteness score to faces with happy emotions (mean [M] = 6.89, 95% confidence interval [CI] 6.48-7.30) and the lowest to those that expressed negative emotions (M = 5.32, 95% CI 4.87-5.78, t(160) = 5.08, P <.001). This was evidenced in adults and children of both genders, regardless of the gender of the stimulus. Conclusions: In our study, we found that facial expression generates an impact on the perception that a subject has on the cuteness of the face. The faces that show happiness were scored as more cute compared to those that expressed anger, disgust, or sadness. We suggest that expression of positive emotions, like a smile, could increase the conducts associated with caring, placing the child in a more favorable situation for the future.

Hidden faces, altered perceptions: the impact of face masks on interpersonal perception.

The pandemic has made wearing masks commonplace, prompting researchers to investigate their effects on interpersonal perception. Findings indicate masks obstruct face identification and expression recognition, with lower face cues being most affected. When judging attractiveness, masks can enhance the appeal of less attractive faces, but reduce the appeal of more attractive faces. Trust and speech perception outcomes are inconclusive. Future studies could focus on individual differences in how masks influence our perception of others.

Attractiveness Differentially Affects Direct Versus Indirect Face Evaluations in Two Cultures.

Although decades of research have identified facial features relating to people's evaluations of faces, specific features have largely been examined in isolation from each other. Recent work shows that considering the relative importance of these features in face evaluations is important to test theoretical assumptions of impression formation. Here, we examined how two facial features of evolutionary interest, facial attractiveness and facial-width-to-height ratio (FWHR), relate to evaluations of faces across two cultures. Because face evaluations are typically directly measured via self-reports, we also examined whether these features exert differential effects on both direct and indirect face evaluations. Evaluations of standardized photos naturally varying in facial attractiveness and FWHR were collected using the Affect Misattribution Procedure in the United States and Turkey. When their relative contributions were considered in the same model, facial attractiveness, but not FWHR, related to face evaluations across cultures. This positive attractiveness effect was stronger for direct versus indirect evaluations across cultures. These findings highlight the importance of considering the relative contributions of facial features to evaluations across cultures and suggest a culturally invariant role of attractiveness when intentionally evaluating faces.

Neural Mechanisms of the Conscious and Subliminal Processing of Facial Attractiveness.

The purpose of this study was to investigate the neural activity evoked by facial attractiveness in conscious and subliminal conditions. The 41 participants judged facial attractiveness in a conscious condition and a subliminal condition (backward masking paradigm). The event-related potential (ERP) analysis indicated that in the conscious condition, more attractive faces elicited a longer N1 (80-120 ms) latency than less attractive faces. Moreover, more attractive female faces elicited a larger late positive component (LPC) (350-550 ms) amplitude than less attractive female faces. In the subliminal condition, more attractive faces elicited a longer P1 (140-180 ms) latency than less attractive faces. The present study demonstrated that more attractive faces evoked different early-stage ERPs from that evoked by less attractive faces in both conscious and subliminal conditions. However, the processing of facial attractiveness is obviously weakened in the subliminal condition.

Facial attractiveness in the eyes of men with high arousal.

INTRODUCTION: Individuals differ in how they judge facial attractiveness. However, little is known about the role of arousal level and gender differences in individuals' facial attractiveness judgments. METHODS: We used resting-state electroencephalogram (EEG) to investigate this issue. A total of 48 men (aged 22.5 ± 3.03 years [mean ± SD], range: 18-30 years) and 27 women (aged 20.3 ± 2.03 years [mean ± SD], range: 18-25 years) participated in the experiment. After the EEG was collected, participants were instructed to complete a facial attractiveness judgment task. Connectome-based predictive modeling was used to predict individual judgment of facial attractiveness. RESULTS: Men with high arousal judged female faces as more attractive (M = 3.85, SE = 0.81) than did men with low arousal (M = 3.33, SE = 0.81) and women (M = 3.24, SE = 1.02). Functional connectivity of the alpha band predicted judgment of female facial attractiveness in men but not in women. After controlling for the age and variability, the prediction effect was still significant. CONCLUSION: Our results provide neural evidence for the enhancement of the judgment of facial attractiveness in men with high arousal levels, which supports the hypothesis that individuals' spontaneous arousal contributes to variations in facial attractiveness preferences.

Facial attractiveness is only weakly linked to genome-wide heterozygosity.

Introduction: It has been frequently suggested that overall genomic heterozygosity and, particularly, heterozygosity of loci on the so-called major histocompatibility complex (MHC), which is responsible for the recognition of foreign substances/ pathogens and the recognition of self and non-self, is associated with better health and better resistance to infections and parasites. It has further been speculated that such a potentially beneficial heterozygosity can be detected through body odor and facial attractiveness. Methods: On the basis of genome wide SNP data (713,014 SNPs) of participants from the Wisconsin Longitudinal Study, we therefore investigated whether homozygosity either on the MHC (measured as inbreeding coefficient) or genome-wide (measured as runs of homozygosity and inbreeding coefficient) is associated with rated facial attractiveness. Results: Although we found that the genome-wide average length of homozygous segments and the genome-wide inbreeding coefficient are significantly negatively associated with some measures of facial attractiveness, if corrected for multiple testing, any significant association was no longer formally significant after correction. In addition, the variance in facial attractiveness explained by the genome wide homozygosity is very low (<0.15%). We did not find any significant association between the inbreeding coefficient on the MHC and facial attractiveness. Discussion: We only find a weak association of genome- wide heterozygosity and facial attractiveness.

The Effect of Moral Behavior on Facial Attractiveness.

Purpose: Evaluating face attractiveness is a core aspect of face perception, which plays an important role in impression formation. A more reliable source of information in impression formation is moral behavior, which forms the primary basis for the comprehensive evaluation of others. Previous studies have found that one can easily form an association when faces and moral behaviors are presented together, which in turn affects facial attractiveness evaluation. However, little is known of the extent to which these learned associations affect facial attractiveness and whether the influence of moral behavior on facial attractiveness was related to facial appearance. Methods: We used the associative learning paradigm and manipulated face presentation duration (Experiment 1 and Experiment 2) and response deadline (Experiment 2) to investigate these issues. Under these conditions, the association information was difficult to be retrieved. Participants learned associations between faces and scenes of moral behavior, and then evaluated facial attractiveness. Results: We found that both moral behavior and facial appearance influence facial attractiveness under conditions where associated information was difficult to retrieve, and their effects increased with the increase of face presentation time. With increasing response deadlines, the effect of moral behavior on facial attractiveness increased. The influence of moral behavior on facial attractiveness was associated with facial appearance. Conclusion: These results suggest that moral behavior continuously affects facial attractiveness. Our findings expand previous research by showing a robust influence of moral behavior on facial attractiveness evaluation, and highlight the important role of moral character in impression formation.

Does wearing facial masks increase perceived facial attractiveness? An eye-tracking experiment.

As wearing a mask has become a routine of daily life since COVID-19, there is a growing need for psycho-physiological research to examine whether and how mask-fishing effects can occur and operate. Building upon a notion that people are likely to utilize information available from the facial areas uncovered by a mask to form the first impression about others, we posit a curvilinear relationship between the amount of the facial areas covered by a mask and the perception of others' attractiveness such that the attractiveness perception increases initially and then decreases as more facial areas are covered by a mask. To better examine this covering effect, we conduct an experiment using an eye-tracker and also administer a follow-up survey on the facial attractiveness of target persons. Our results showed that the facial attractiveness of target persons increased as the areas covered by a mask increased as in the moderate covering condition where the target persons wore only a facial mask, demonstrating that the mask-fishing was indeed possible thanks to the covering effect of a mask on the facial attractiveness. The experimental results, however, revealed that the mask-fishing effect disappeared as the areas covered increased further as in the excessive covering condition where the target persons' face and forehead were covered with a mask and a bucket hat. More importantly, the eye-tracking data analysis demonstrated that both the number of gaze fixation and revisits per unit area were significantly lower in the moderate covering than in the excessive covering condition, suggesting that participants in the moderate covering were able to form the impression about the target persons using cues available from the eyes and forehead areas such as hairstyle and eye color whereas those in the excessive covering were provided only a limited set of cues concentrated in the eyes area. As a result, the covering effect no longer existed under the excessive covering. Furthermore, our results showed that participants in the moderate covering were more likely than those in the excessive condition to exhibit the higher level of curiosity and perception of beautifulness but perceived the lower level of coldness when evaluating the target persons. The current research offers theoretical contributions and practical implications made from the eye-tracking experiment and discusses possible avenues for further research.