Cognitive Model of Facial Mildness in Young Men

Abstract

This study aimed to construct a cognitive model of facial mildness in young men. Previous studies have shown that mildness is one of the most required attributes for Japanese men today. Since young men tend to be highly interested in cosmetics, the cognitive model would help them enhance facial mildness through cosmetics. Ten trained participants rated 34 impressions in 32 facial images of men aged from 20 to 34. Factor analysis and multiple regression analysis were performed on the rating data. As a result, mildness was predicted positively by cleanliness and liveliness, with cleanliness being the main predictor. Further, dullness around the mouth was the main negative predictor of cleanliness, and the strong appearance of the eyes was the main positive predictor of liveliness. These results showed a cognitive model representing that facial mildness is judged mainly by cleanliness, and cleanliness is mainly judged by dullness around the mouth.