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Quick Hit: Reverse beer goggles: Want your client to look more attractive? Try a little booze.

After a couple of drinks, do you feel more attractive?  You might actually be.

You’ve probably heard of beer goggles – where you find others more attractive after consuming alcohol.  However, a new study out of the University of Bristol in the UK (and first reported by Roger Dooley’s blog)  has determined that the consumer of alcohol also looks more attractive to sober observers.

Fortunately (or unfortunately, depending on how you want to look at it) – this effect only applies to a reasonably low amount of consumption – roughly 22 ounces of beer for a 125lb woman and 35 ounces of beer for a 200lb man.  Higher doses of consumption begin to send it the other direction by sober observers.

The authors, Jana Van Den Abbeele, Ian Penton-Voak, Angela Attwood, Ian Stephen4, and Marcus Munafò, theorize two possible reasons for this extra alcohol induced attractiveness:

First – mild facial flushing caused by the alcohol’s dilation of blood vessels mimic the good blood flow caused by good health.  It could also be that the alcohol leads to a more relaxed disposition in the photos, with slightly easier smiles or facial cues (contrasting with, perhaps larger, more exaggerated expressions in the high-dose condition.)

PsyPology’s analysis

Image matters – and while we would hesitate to start hoisting beers on our candidates prior to a TV appearance or a town hall (though some of them might benefit from this) – we would definitely consider this approach in a photo shoot.

Why not?  A bit of facial flushing, a touch of a relaxed smile – and maybe that’s the difference between a photo that catches someone’s attention and one that doesn’t.

Just make sure they keep it to a low dose!

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About the Author

Brian Franklin
Brian Franklin
PsyPology™ Founder and Editor

Brian Franklin is President of Impact Politics and founder/editor of PsyPology™ - political consulting's first blog providing psychology intel specifically for campaign operatives. Brian has provided marketing strategy, creative direction, language development, and writing services to over a hundred political campaigns, organizations, agencies, and corporations. He has led Impact Politics' work for numerous federal, state, county candidate, ballot initiative, public advocacy, and non-profit campaigns, as well as ad development and online media strategy for  international advocacy campaigns.

Brian is a Board Member of the American the American Association of Political Consultants and co-Chair of their Technology Committee. He is the author of a recent feature article in Campaigns and Elections magazine, “The Slow Boom of Campaign Technology.” In addition to his leadership role in the American Association of Political Consultants, Brian is also a member of the International Association of Political Consultants, Society for Consumer Psychology, Behavioral Science and Policy Association, and the International Society of Political Psychology.

Brian's work has earned prestigious national awards, such as the Pollie Awards for Best Overall Internet Campaign, Best Overall Campaign Use of Negative Contrast, Best Use of Facebook Advertising, Best Use of Search Engine Advertising, Best Use of Humor in an Online Ad, Best Online Ads, and more. Brian has also won a Campaigns and Elections Reed Award for Best Online Targeting.M/div>