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Proc Natl Acad Sci U S A. 2017 Jun 6;114(23):5970-5975. doi: 10.1073/pnas.1620542114. Epub 2017 May 22.

Facial appearance affects science communication.

Author information

1
Department of Psychology, University of Essex, Colchester CO4 3SQ, United Kingdom.
2
Department of Psychology, University of Cambridge, Cambridge CB2 3SQ, United Kingdom wjm22@cam.ac.uk.

Abstract

First impressions based on facial appearance predict many important social outcomes. We investigated whether such impressions also influence the communication of scientific findings to lay audiences, a process that shapes public beliefs, opinion, and policy. First, we investigated the traits that engender interest in a scientist's work, and those that create the impression of a "good scientist" who does high-quality research. Apparent competence and morality were positively related to both interest and quality judgments, whereas attractiveness boosted interest but decreased perceived quality. Next, we had members of the public choose real science news stories to read or watch and found that people were more likely to choose items that were paired with "interesting-looking" scientists, especially when selecting video-based communications. Finally, we had people read real science news items and found that the research was judged to be of higher quality when paired with researchers who look like "good scientists." Our findings offer insights into the social psychology of science, and indicate a source of bias in the dissemination of scientific findings to broader society.

KEYWORDS:

impression formation; science communication; social cognition

PMID:
28533389
PMCID:
PMC5468637
DOI:
10.1073/pnas.1620542114
[Indexed for MEDLINE]
Free PMC Article

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