<p>Menstruationscykelns inverkan på kvinnors preferenser för mäns ansikten</p><p>Sammanfattning</p><p>Detta är en systematisk replikation av Penton-Voaks och Perrets studie (1999) då en preferens hos kvinnor för maskuliniserade ansiktsdrag under hög befruktningsrisk i menstruationscykeln hittades. Dessa drag tros vara en ärlig signal för goda gener och immunokompetens hos män. Oklarhet råder huruvida detta gäller för olika populationer. 36 svenska universitetsstuderande kvinnor fick därför välja ut de mest fysiskt attraktiva ansiktena, utifrån maskuliniserade och feminiserade bildserier, vid hög respektive låg befruktningsrisk. Ingen signifikant skillnad hittades mellan de olika faserna. Resultaten indikerar att fynden för menstruella preferensskiften inte är robusta över olika populationer och att det eventuellt är flera evolutionära mekanismer som opererar samtidigt. Alternativt kan kulturella faktorer spela en större roll än vad som tidigare förutsatts.</p> / <p>Women’s Preferences for Male Facial Masculinity Across the Menstrual Cycle</p><p>Abstract</p><p>This is a systematic replication of the Penton-Voak and Perret study (1999) where a preference for masculinized faces was found at high conception risk in the menstrual cycle. These traits are believed to be honest signals of good genes and immunocompetence. It is uncertain if these findings are robust across different populations. 36 Swedish college students were asked to pick out the most “physically attractive” male faces from masculinized and feminized stimuli at high and low risk of conception. No significant differences were found between the phases. The results indicate that the findings for a menstrual preference shift are not consistent with the original study . Perhaps several evolutionary mechanisms are operating at the same time, and cultural factors might have a greater influence than previously supposed.</p>

Menstruationscykelns inverkan på kvinnors preferenser för mäns ansikten Sammanfattning Detta är en systematisk replikation av Penton-Voaks och Perrets studie (1999) då en preferens hos kvinnor för maskuliniserade ansiktsdrag under hög befruktningsrisk i menstruationscykeln hittades. Dessa drag tros vara en ärlig signal för goda gener och immunokompetens hos män. Oklarhet råder huruvida detta gäller för olika populationer. 36 svenska universitetsstuderande kvinnor fick därför välja ut de mest fysiskt attraktiva ansiktena, utifrån maskuliniserade och feminiserade bildserier, vid hög respektive låg befruktningsrisk. Ingen signifikant skillnad hittades mellan de olika faserna. Resultaten indikerar att fynden för menstruella preferensskiften inte är robusta över olika populationer och att det eventuellt är flera evolutionära mekanismer som opererar samtidigt. Alternativt kan kulturella faktorer spela en större roll än vad som tidigare förutsatts. / Women’s Preferences for Male Facial Masculinity Across the Menstrual Cycle Abstract This is a systematic replication of the Penton-Voak and Perret study (1999) where a preference for masculinized faces was found at high conception risk in the menstrual cycle. These traits are believed to be honest signals of good genes and immunocompetence. It is uncertain if these findings are robust across different populations. 36 Swedish college students were asked to pick out the most “physically attractive” male faces from masculinized and feminized stimuli at high and low risk of conception. No significant differences were found between the phases. The results indicate that the findings for a menstrual preference shift are not consistent with the original study . Perhaps several evolutionary mechanisms are operating at the same time, and cultural factors might have a greater influence than previously supposed.

Today, thanks to the internet, marketers reach a wider audience than with traditional advertising. Social platforms enable people to interact and share content in various kinds. Influencer marketing is a marketing technique that is increasing and has a high growth rate. The procedure is based on companies paying individuals to market and recommend the company's brand in their private media channels. These individuals have been shown to inspire and influence their followers. Social platforms have become an essential channel to spread information and this form of advertising has proven to be more authentic compared to conventional advertising. Consumers can therefore use social media to find inspiration and be influenced to buy products. This information results in the purpose of the study, where a qualitative research method has been used to gain a deeper understanding of the consumer's attitude to influencers and influencer marketing from the consumer's perspective. Where the overall goal is to gain insight into which factors are perceived as important when it comes to trust, and what trust can lead to. The purpose of the study has been fulfilled by studying consumers' attitudes to influencer marketing where factors concerning the source's credibility, attractiveness, and marketing results in more detail. Furthermore, the study is based on social exchange theory that guides the study. The theory describes the course of events when influencer practices influence over the followers. The results of the study are partly consistent with the theory, where the investigated factors, except physical attractiveness, have been shown to be important when it comes to trust in influencers and what it can lead to. Sponsored posts that were perceived as too frequent and too obvious tended rather to increase advertising resistance, and price is important when making purchasing decisions. Furthermore, the study showed that in addition to expertise, the area of interest was also a significant factor. This means that the study found that homophily, expertise, and authenticity are factors of importance for trust in influencers to be experienced. If there is trust in influencers, the results suggest that the follower becomes more loyal, the brand attitude is affected to varying degrees and that it can have an impact on the purchase intention.