Neural processing of the physical attractiveness stereotype: Ugliness is bad vs. beauty is good.

The physical attractiveness stereotype (PAS) is characterized by the belief that beauty is good and ugliness is bad. Although the belief is not encouraged, people still express "beauty is good" explicitly. However, expressing that ugliness is bad is considered impolite in public. In this study, the neural underpinnings of PAS were investigated, particularly the comparison of the neural processing of ugliness is bad and beauty is good. During functional magnetic resonance imaging scanning, participants were asked to create trait-conformity judgments based on the facial attractiveness of the images. Our results showed that brain areas, including the fusiform, thalamus, anterior insula (AI), precuneus, inferior temporal gyrus, dorsal lateral prefrontal cortex (dlPFC), and dorsal medial prefrontal cortex (dmPFC) were involved in the processing of PAS. The left AI, left dlPFC, and right dmPFC showed stronger activation for ugliness is bad than for the converse. Moreover, we found a stronger connectivity between the left dlPFC and AI in terms of ugliness is bad than in the converse. Our study suggests that participants were unwilling to express the stereotype of ugliness is bad, and more mental resources were needed to control its expression than the expression of beauty is good.