This chapter presents data that is in line with the notion that averageness, sexual dimorphism, and symmetry may all advertise qualities in human faces and are, hence, found attractive. Individual differences in preferences for some traits will prove adaptive and so can be consistent with evolutionary theory. The chapter also documents several potentially adaptive individual differences in human face preferences. For humans, as with other species, there is no optimal strategy for mate-choice and parenting that applies to all individuals. Indeed the range of personal circumstances(physical, environmental, social)will guarantee that what is a good or adequate strategy, and, therefore, what is attractive, will depend on the individual. In this way facial beauty can be said to be both in the face of the beheld and in the eye of beholder.
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