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10.2010

Massachusetts Beverage Business

archivedOnBeerReport

CRACKING THE CASE OF THE BEER GOGGLES

 Most of the imbibing world has had an unfortunate case of “beer goggles”; the syndrome where, after drinking a few too many, everyone at the bar starts to look exceedingly attractive. It turns out that there’s an actual reason why this happens (in addition to poor alcohol-induced judgment). Alcohol dulls the ability to recognize cockeyed, asymmetrical faces, according to researchers who tested the idea on both sober and inebriated college students in England. “We tend to prefer faces that are symmetrical,” explained Lewis Halsey of Roehampton University in London. That’s well established by previous research. To find out if alcohol interfered with the ability to distinguish faces where the left and right sides were uneven, Halsey and his colleagues designed an experiment involving images of faces that were altered to make them perfectly symmetrical or subtly asymmetrical. The results of the study were published by Halsey, Joerg Huber, Richard Bufton and A.C. Little in a recent issue of the journal alcohol.
To conduct the study, Hasley and his colleagues went out to the university campus bars with a laptop and asked students to participate. This included students taking a quick breathalyzer test to confirm their alcohol consumption. The students were first classified as either sober or intoxicated and then examined the images. Twenty images of a pair of faces – one symmetrical, the other asymmetrical – and then 2O images of a single face were shown, one at a time, to 64 students. Participants were asked to state which face of each of the pairs was most attractive. They also had to determine whether each of the single faces displayed was symmetrical. The sober students had a greater preference for symmetrical faces than did the intoxicated students. And it turned out that the sober students were better at detecting whether a face was symmetrical. What’s more, the data suggest that men were less prone to losing their symmetry-detecting ability when intoxicated than women, which was unexpected. The difference probably has something to do with the tendency for men to be more visually oriented and more stimulated by what they see, Hasley said. In other words: ogling. So the next time you find yourself wondering how you ever thought that person you met last night was so good looking, go ahead and blame it on the beer.

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