Due to influence of competition outcome on testosterone, men preferred female facial femininity more after winning their competitive match; however, there were no corresponding effects in women

Welling, L.L.M et al. (2019). The infuence of competition outcome on testosterone and face preferences in men and women. Human Ethology, 34 (Suppl.). Aug 2019, HES77. htps://doi.org/10.22330/he/34/suppl

Conference proceedings not yet published... only abstract available:

Abstract: Previous research suggests that testosterone level is positively related to preferences for sexually dimorphic faces in both men and women. One method of manipulating testosterone is through competitive tasks, whereby testosterone increases in winners relative to losers. Welling et al. (2013) examined the effects of winning and losing in male–male competition on men’s face preferences. They randomly assigned male participants to either win or lose the first-person shooter video game CounterStrike: Source against an unseen male confederate. Unbeknownst to the participant, the confederate could control the outcome through game cheats. They found that, compared to men assigned to the losing condition, men assigned to the winning condition had significantly higher preferences for women’s facial femininity, which is a putative indicator of female mate quality. This study had two major limitations: it used a between-subjects design and it tested men only. Here we replicate Welling et al. (2013) using a within-subjects design and testing both men and women. Participants were randomly allocated to win the first of two sessions and lose the second, or vice versa. As predicted, men preferred female facial femininity more after winning their competitive match compared to after losing. However, there were no corresponding effects in women. These results replicate Welling et al.’s (2013) findings using a within-participant design and further suggest that the influence of same-sex competition on face preferences is exclusive to men. Salivary assays are currently being processed. It is predicted that testosterone will be higher after men won versus lost, but that there will be no significant difference in women’s testosterone as a function of competitive outcome.