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People across the world and throughout history have gone to great lengths to enhance their physical appearance. Evolutionary psychologists and ethologists have largely attempted to explain this phenomenon via mating preferences and strategies. Here, we test one of the most popular evolutionary hypotheses for beauty-enhancing behaviors, drawn from mating market and parasite stress perspectives, in a large cross-cultural sample. We also test hypotheses drawn from other influential and non-mutually exclusive theoretical frameworks, from biosocial role theory to a cultural media perspective. Survey data from 93,158 human participants across 93 countries provide evidence that behaviors such as applying makeup or using other cosmetics, hair grooming, clothing style, caring for body hygiene, and exercising or following a specific diet for the specific purpose of improving ones physical attractiveness, are universal. Indeed, 99% of participants reported spending >10 min a day performing beauty-enhancing behaviors. The results largely support evolutionary hypotheses: more time was spent enhancing beauty by women (almost 4 h a day, on average) than by men (3.6 h a day), by the youngest participants (and contrary to predictions, also the oldest), by those with a relatively more severe history of infectious diseases, and by participants currently dating compared to those in established relationships. The strongest predictor of attractiveness-enhancing behaviors was social media usage. Other predictors, in order of effect size, included adhering to traditional gender roles, residing in countries with less gender equality, considering oneself as highly attractive or, conversely, highly unattractive, TV watching time, higher socioeconomic status, right-wing political beliefs, a lower level of education, and personal individualistic attitudes. This study provides novel insight into universal beauty-enhancing behaviors by unifying evolutionary theory with several other complementary perspectives., National Science Center, Poland [2019/33/N/HS6/00054]; Basic Research Program at the National Research University Higher School of Economics (HSE University); Basic Research Program at HSE University, RF; FCT [UID/PSI/03125/2021, SFRH/BD/126304/2016]; UTAR Research Centre Excellence Award; Universiti Tunku Abdul Rahman [2019 -CAP (6401/0019)], This work is the result of the research project funded by the National Science Center, Poland (2019/33/N/HS6/00054). Dmitry Grigoryev was supported by the Basic Research Program at the National Research University Higher School of Economics (HSE University).; Dmitrii Dubrov was supported by the Basic Research Program at HSE University, RF.; Patricia Arriaga was supported by the FCT through funds from the research center UID/PSI/03125/2021. Anabela C. Santos was supported by the FCT through funds from a PhD grant SFRH/BD/126304/2016. Kavitha Nalla Muthu and Chee-Seng Tan were supported by the UTAR Research Centre Excellence Award 2019 -CAP (6401/0019) from the Universiti Tunku Abdul Rahman.

Topics of prejudice, discrimination, and negative attitudes toward outgroups have attracted much attention of social scientists during the COVID-19 pandemic, as the preference for social distancing can originate from the perception of threat. One of the theoretical approaches that offers an explanation for avoidance tendencies is the behavioral immune system theory. As a motivational system that aims to identify and avoid pathogens, the behavioral immune system has been shown to be triggered by various cues of a potential disease threat (e.g., the risk of contracting a virus), which further leads to negative social consequences such as xenophobia, negative attitudes toward various social groups, and distancing tendencies. We present a correlational study (N = 588; Polish sample) that was designed to test mediational models derived from the behavioral immune system theory, using the COVID-19 pandemic as a source of natural disease threat. In serial mediation analyses we show that the perceived threat of COVID-19 translates into greater preferred social distance from foreign individuals, and that this occurs in two ways: 1) via pathogen disgust (but not sexual or moral disgust), and 2) via germ aversion (but not perceived infectability). Both pathogen disgust and germ aversion further predict general feelings toward foreign individuals, which finally determine the preferred social distance from these individuals. The results support the behavioral immune system theory as an important concept for understanding social distancing tendencies.

Creative thinking is a defining human feature. It provides novel solutions and as such undoubtedly has contributed to our survival. However, according to signaling theory, creativity could also have evolved through sexual selection as a potential fitness indicator. In our study, we tested one implication of this theory. Specifically, we hypothesized that if creativity can serve as a signal of women’s fitness, then we should observe an increase in creative thinking in the fertile phase of the ovulatory cycle compared to other non-fertile phases. In our study (N = 751), we tested creative potential throughout the ovulatory cycle. We found a positive correlation between the probability of conception and both creative originality and flexibility. Importantly, we also tested the mediating role of arousal in the relationship between the probability of conception and creative thinking. The results of our study are discussed in terms of signaling theory, through which women advertise their fitness with their creativity.

Negative attitudes and stigmatization can originate from the perception of a disease-related threat. Following the spread of the COVID-19 pandemic, it is often suggested that incidents of discriminatory behavior are the result of defense mechanisms aimed at avoiding pathogens. According to the behavioral immune system theory, people are motivated to distance themselves from individuals who show signs of infection, or who are only heuristically associated with a disease, primarily because of the disgust they evoke. In this paper we focus on negative attitudes toward gay men and lesbians who are among social groups that have been persistently framed as “unclean.” In our correlational study (N= 500 heterosexual participants; Polish sample data collected during the first COVID-19 lockdown in Poland, in March/April 2020) we tested moderation models derived from the behavioral immune system theory. Specifically, we investigated whether perceived vulnerability to disease and perceived threat of contracting COVID-19 moderate the relation between disgust and homonegativity. We found that sexual disgust (but not pathogen nor moral disgust) predicted homonegative attitudes. This effect was stronger for participants expressing higher levels of perceived vulnerability to disease but was not dependent on the perception of the COVID-19 threat. The results reaffirm previous evidence indicating a pivotal role of disgust in disease-avoidance mechanisms. They also point to functional flexibility of the behavioral immune system by demonstrating the moderating role of perceived vulnerability to disease in shaping homonegative attitudes. Finally, they show that the threat of COVID-19 does not strengthen the relationship between disgust and homonegativity.