Effects of gender and physical attractiveness on visual attention to Facebook profiles.

The current study examined viewers' gaze while observing Facebook profiles of strangers varying in gender and physical attractiveness. Fifty-one participants viewed four Facebook profiles, a physically attractive and unattractive individual of each gender. Participants' eye movements were tracked as they viewed each profile for 60 seconds. Results showed that participants paid more attention to the physical appearance (main profile photograph) of female than of male profile owners and to the personal information (likes and interests) of male than to female profile owners. Participants spent more time focusing on information that was irrelevant to forming an impression of the profile owner (advertisements) when viewing the profiles of unattractive than attractive individuals, suggesting that they made a greater effort to learn about these individuals.