What is beautiful is culturally good: The physical attractiveness stereotype has different content in collectivistic cultures

A total of 157 university students in Korea rated photos of other Korean students at three levels of attractiveness on dimensions included in meta-analyses of the physical attractiveness stereotype as shown in North America. Consistent with predictions based on the greater tendency in collectivistic cultures to stress harmonious relationships, participants did not perceive attractive targets as higher in potency, as North American participants do, and did perceive attractive targets as higher in integrity and in concern for others, as North American participants do not. It is argued that all cultures stereotype on the basis of physical attractiveness but that the content of the stereotype depends on cultural values. An explanation for attractiveness stereotyping is offered that is applicable to any culture.