Beauty is in the eye of the beer-holder

2012-03-29 22:44

Lyon - French scientists say they have confirmed the folklore that a glass in your hand will make you feel sexier, smarter and funnier, even when others privately think you are a turkey.

Psychologists led by Laurent Begue at the Pierre-Mendes France University in the southeastern city of Grenoble carried out an unusual experiment in a local bar and then in laboratory conditions.

In the first stage, 19 drinkers, two-thirds of them men, were asked to assess their attractiveness on a scale of one to seven.

Their alcohol levels were measured by a breathalyser, and true to form, the higher the amount of booze that had been drunk, the rosier the self-assessment.

In the second phase, 94 men were invited to taste-test a new fruit cocktail on behalf of a research firm that was in fact a bogus company set up for the purposes of the experiment.

They were told that half of the volunteers would be given an alcoholic version of the cocktail and the others would be given a non-alcoholic version. No-one knew which was which.

They were then asked to write and deliver a filmed message that was supposed to be used in advertisements for the new "brand".

Each volunteer was asked to watch his film and rate his own performance for attractiveness, brightness, originality and humour.

A curiosity

Their alcohol concentrations were measured - the levels ranged from zero to twice the legal drink-driving limit.

But the data showed up a curiosity.

Those who believed they had drunk alcohol gave themselves high self-assessments, regardless of whether they had imbibed any booze or not.

And those who had believed they had not drunk any alcohol gave themselves a low assessment, even when there had been a hefty shot of pure alcohol in their drink.

"Our study shows that the mere fact of believing that you have drunk alcohol makes you feel more attractive," Begue told AFP. "The alcohol dose has no effect in itself."

The study, due to be published shortly in British Journal of Psychology, suggests the buzz is a placebo effect.

It contends there is a cultural phenomenon called "alcohol-related expectancy" by which one believes that a drink will boost one's own attractiveness.

Lubrification

"The concept of alcohol is linked to social lubrification, to making you feel at ease with others," said Begue.

The downside, of course, is that the sexy charmer that you confidently feel is not what others may see.

In Begue's experiment, a panel of independent judges later watched the filmed presentations.

Many gave a low attractiveness rating to the men who, at the time, had believed themselves to be silver-tongued devils.

Previous research has established that other people become more attractive the more you drink - a tendency popularly known as "wearing beer goggles".

Read more on:    france  |  research
NEXT ON NEWS24X

Read News24’s Comments Policy

24.com publishes all comments posted on articles provided that they adhere to our Comments Policy. Should you wish to report a comment for editorial review, please do so by clicking the 'Report Comment' button to the right of each comment.

Comment on this story
7 comments
Add your comment
Comment 0 characters remaining
 

Inside News24

 
 

ANCYL: Not voting would be blasphemy

Not voting in the forthcoming elections would be blasphemy, the ANCYL says in a statement commemorating the 50th anniversary of struggle icon Nelson Mandela's Rivonia trial speech.

 
 

Latest elections multimedia

Why Jack Parow wants you to vote on 7 May
The ad the SABC doesn't want to air
Elections 2014 in one cartoon
This year's election posters
 
Traffic
Lottery
 
  • Thursday Sir Lowry's Pass - 05:35 AM
    Road name: Old Sir Lowrys Pass Road
    TRAFFIC LIGHTS not working at Bezweni Road
  • Thursday Cape Town - 05:35 AM
    Road name: Buitengracht Street
    TRAFFIC LIGHTS not working at Waterkant Street
 
More traffic reports...
 

Jobs in Cape Town [change area]

Property [change area]

Travel - Look, Book, Go!

Escape winter, head to Mauritius

Escape winter by spending 7 nights in Mauritius' tropical bliss from R13 215 per person sharing. Includes return flights, airport transfers and accommodation. Book now!

Kalahari.com - shop online today

Get many eggs in one basket!

Gaming bundles: 2 Super Hits games for R99, 3 Disney games for R99 and more + exclusive accessory bundles only available on kalahari.com. While stocks last. Shop now!

25% off bestselling books!

The Real Meal Revolution by Tim Noakes, Jeffrey Archer’s Be Careful What You Wish for, Man’s Search for Meaning by Victor E. Frank and many more titles. Shop now!

Up to 25% off electronics

Buy top electronics and save up to 25%. Such as kalahari.com’s 1# selling product the gobii eReader, Patriot X Porter flash drive, Asus Nexus 7” 3G tablet, Samsung Galaxy SIII, Lenovo G580 Notebook and many more. Shop now!

DStv HD PVR Decoder now R949

The DStv HD PVR Decoder has further revolutionised the television experience with lifelike viewing, sharper images, more vibrant colours and precision picture quality. Now R949, save R550. Offer valid while stocks last. Shop now!

Up to 30% off appliances & homeware

Save up to 30% on appliances and homeware this Easter! Offer valid while stocks last. Shop now.

OLX Free Classifieds [change area]

Samsung Galaxy s4

Mobile, Cell Phones in South Africa, Western Cape, Cape Town. Date October 24

Best bargain in big bay

Real Estate, Houses - Apartments for Sale in South Africa, Western Cape, Cape Town. Date October 25

VW Golf 6, 1.6 Trendline (Excellent condition)

Vehicles, Cars in South Africa, Western Cape, Cape Town. Date October 25

BlackBerry Bold Touch 9900

The Blackberry Bold Touch 9900 is as the name says...

From R3565.00

I'm shopping for:

Horoscopes
Aquarius
Aquarius

There may be a break through, either through quiet contemplative time to connect to your deep side or forced on you by...read more

There are new stories on the homepage. Click here to see them.
 
English
Afrikaans
isiZulu

Hello 

Create Profile

Creating your profile will enable you to submit photos and stories to get published on News24.


Please provide a username for your profile page:

This username must be unique, cannot be edited and will be used in the URL to your profile page across the entire 24.com network.

Settings

Location Settings

News24 allows you to edit the display of certain components based on a location. If you wish to personalise the page based on your preferences, please select a location for each component and click "Submit" in order for the changes to take affect.








Facebook Sign-In

Hi News addict,

Join the News24 Community to be involved in breaking the news.

Log in with Facebook to comment and personalise news, weather and listings.