Abstract

The idea that men and women appear more attractive as the closing time of a bar approaches is suggested by both popular folklore and social science research. In an empirical test of this hypothesis, male and female subjects at a college bar were asked to rate the attractiveness of same -and opposite-gender bar patrons at three times (9:00 PM., 10:30(PM., and 12:00 A.M.) throughout an evening and to record type and amount of alcohol consumed. In addition, subjects rated six opposite-gender photographs that had been previously determined to represent a broad range of facial attractiveness. Ratings of opposite-gender patrons increased over time for both men and women (although female patrons received higher attractiveness ratings than male patrons), but no support was found for the hypothesis that increased ratings were due to alcohol consumption. Further, men rated photographic images of attractive women to be even more attractive as the evening progressed, while scores for less attractive female photographic images declined over time. No such temporal change was found for women subjects who rated male photographic images. These findings are discussed in the general context of dating, desire to meet the opposite sex, and mate selection.