Beauty and social influence. Adonization and its correlates

The article attempts to describe adonization, a specific tactic for exerting influence which employs physical attraction, as well as its determinants. The article presents a proprietary model of determinants and motivational mechanisms which constitute the basis of the attitude toward adonization. A cycle of 3 studies on individual determinants for the attitude toward adonization was described. Results of study 1 (50 women and 50 men) confirmed that male gender, psychological masculinity, narcissism, Machiavellianism and high self-monitoring were correlates of a positive attitude toward adonization. Study 2 (36 women and 36 men) showed that extraversion was the predictor of a positive attitude toward adonization of men and women and that agreeableness was the predictor of a less positive attitude of women. In Study 3 (91 women and 88 men aged 18–63) it was established that there were no differences in the attitude toward adonization in young and middle-aged men. Comparison among young and middle-aged women proved that younger women had a more positive attitude toward adonization in the cognitive and in the affective components than older women.