People often assume that alcohol consumption plays a significant role in a person's perception of attractiveness in the opposite gender, but research performed at North Dakota State University may suggest there is another reason for the increased attraction. Male and females were asked to rate the attractiveness of members of the opposite gender in a bar throughout an evening. They were also asked to record the type and amount of alcohol consumed.
What they found was surprising. Attractiveness ratings of opposite-gender individuals increased over time, but these increased ratings were not due to alcohol consumption, data suggests. As the hour grew late, opposite-gender patrons grew more attractive.
"...we found that men and women increase their attractiveness ratings of the opposite gender throughout the evening at a so-called pickup bar. And we have an answer about the involvement of alcohol in these ratings: There is none. Estimated blood alcohol concentrations for both genders did not correlate with attractiveness ratings of the opposite gender."
Gladue, B.A. and Delaney, H. J. 2004. Gender Differences in Perception of Attractiveness of Men and Women in Bars. Personality and Social Psychology Bulletin: 378 - 390.
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