Mechanism underlying the self‐enhancement effect of voice attractiveness evaluation: self‐positivity bias and familiarity effect

The aim of the present study was to determine whether the self-enhancement effect of voice attractiveness evaluation is due to general self-positivity bias and/or the familiarity effect. The participants were asked to rate the attractiveness of their own voice, a friend's voice and strangers' voices. In addition, a self-reference valence (SR-valence) task was adopted in the experiment. Significant self-enhancement effects in voice attractiveness ratings were demonstrated, regardless of whether the participants recognized their self-voice or not. However, the friend-enhancement effect was found in only those participants who successfully recognized their friend's voice. Moreover, a significant correlation was found between self-positivity bias in the SR-valence task and the self-enhancement effect (but not the friend-enhancement effect). Our findings suggest that both the familiarity effect and self-positivity bias account for the vocal self-enhancement effect, and the influence of self-positivity bias could be implicit. The present study thus provides empirical evidence to clarify the potential explanations for the self-enhancement of voice attractiveness assessment.