Prosocial behaviour enhances evaluation of physical beauty

Abstract Ten studies ( N = 4192) demonstrated that individuals depicted as prosocial were judged to be more physically beautiful. This evaluation of prosocial individuals as more beautiful is influenced by a motivation to be associated with prosocial others. This phenomenon was observed in real‐world settings (Study 1) and applied to both men and women, both as targets and observers (Studies 2a–2b). The effect persisted in scenarios where participants imagined the target without any visual aid (Study 2c) and extended beyond metaphorical interpretations of beauty (Study 3). The effect weakened when prosocial behaviour was an isolated incident, not indicative of the target's prosocial personality (Study 4). The influence of prosociality on beauty evaluations surpassed that of other positive traits such as intelligence or humour (Study 5) and remained significant despite physical imperfections in the target's appearance (Study 6). The effect diminished in situations where forming a relationship was not feasible, thus supporting the motivated cognition rationale (Studies 7–8). These findings highlight the substantial role of prosocial behaviour in influencing evaluations of physical beauty, a crucial element in social interactions and relationship formation, often outweighing other attributes typically linked to physical appearance evaluation.