Beauty is in the belief of the beholder: cognitive influences on the neural response to facial attractiveness.

Judgments of facial attractiveness are central to decision-making in various domains, but little is known about the extent to which they are malleable. In this study, we used EEG/ERP methods to examine two novel influences on neural and subjective responses to facial attractiveness: an observer's expectation and repetition. In each trial of our task, participants viewed either an ordinary or attractive face.