The fact that a mere glance makes it possible to extract a wealth of information about the person being observed is testament to both the salience of the human face and the brain's high efficiency in processing this information. Prior work has revealed that social judgments of faces are determined by facial features that vary on two orthogonal dimensions: trustworthiness and dominance. We conducted two experiments to investigate the visual information subtending trustworthiness and dominance judgments. In Experiment 1, we used the Bubbles technique to identify the facial areas and the spatial frequencies that modulate these two judgments. Our results show that the eye and mouth areas in high-to-medium spatial frequency bands were positively correlated with judgments of trustworthiness; the eyebrows region in medium-to-low frequency bands was positively correlated with judgments of dominance; and the lower left jawbone in medium-to-low frequency bands was negatively correlated with judgments of dominance. In Experiment 2, we used the results of Experiment 1 to induce subtle variations in the relative contrast of different facial areas, and showed that it is possible to rig social perception using such a manipulation.
Keywords: dominance; social face perception; social judgments; trust; visual information extraction.