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closing time effect : ウィキペディア英語版
closing time effect
"Closing time effect" refers to the phenomenon that individuals begin to perceive the opposite gender as being more attractive as it gets later into the night. This observation was first coined by Mickey Gilley in his song, "Don't the Girls All Get Prettier at Closing Time" in 1975. Subsequently, it caught the attention of social psychologists who used scientific testing to gather evidence in support of the idea.
==The experiment==
Pennebaker et al. (1979) conducted the first experiment testing this observation. Using 52 males and 51 females as subjects at three different bars close to a college campus, experimenters asked individuals the following question: "On a scale from 1 to 10, where 1 indicates 'not attractive,' 5 indicates 'average' and 10 indicates 'extremely attractive.'" The experimenters took this survey at 9:00 pm, 10:30 pm and at midnight. Results showed that individuals' perception of people's attractiveness in the bar increased the later it got.

抄文引用元・出典: フリー百科事典『 ウィキペディア(Wikipedia)
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