THE EXTENDED PHENOTYPE: THE FACE AND MAKEUP, THE FEMALE ADVANTAGE
Abstract
Face perception is fundamental to human social interaction. Many different types of important information are visible on the faces and the processes and mechanisms involved in extracting this information are complex and can be highly specialized. With advanced studies, employing high technology, Neuroscience has been thoroughly investigating facial processing, it has been found that the brain employs at least three modules, composed of interconnected brain regions, to judge facial attractiveness: one for identification, one for interpretation and another for evaluation. Among the perceptions, we find sympathy and its opposite, attractiveness, age, health and correlates that signal indicating closeness, distance and reproductive aptitude. In the case of women, a resource of pure social evolution has been improved since the beginning of the development of our species. The makeup, which adorns, changes and performs transformations that make it possible to give control of its shape and presentation of the face. A feminine tool that gives the power to interfere in social relationships, reflecting in broad spheres of human interactions changing emotions and behaviors.
Author Biography
CEO da ES4G e da Brain4Sales. Professor de pós-graduação, MSc in Business Administration in Neuromarketing (FCU), Especialista em Neurociência e Comportamento (PUCRS). MBA em Gestão Comercial (FGV). Pós MBA em Negociação (FGV). Especialista em Gestão Estratégica Empresarial (ULBRA). Graduado em Administração (ULBRA).
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