It's Official: Beer-Goggles Are For Real

The next time you wake up with an ugly in your bed, just remember...it's not your fault.

THE next time you hear someone blaming "beer goggles" for their behaviour, you may have to believe them. People really do appear more attractive when our perceptions are changed by drinking alcohol.

There have been few previous attempts to investigate the idea that people seem to find others more attractive when drunk. In 2003, psychologists at the University of Glasgow, UK, published a study in which they asked heterosexual students in campus bars and cafés whether they had been drinking, and then got them to rate photos of people for attractiveness. While the results supported the beer goggles theory, another explanation is that regular drinkers tend to have personality traits that mean they find people more attractive, whether or not they are under the influence of alcohol at the time.

To resolve the issue, a team of researchers led by Marcus Munafò at the University of Bristol in the UK conducted a controlled experiment. They randomly assigned 84 heterosexal students to consume either a non-alcoholic lime-flavoured drink or an alcoholic beverage with a similar flavour. The exact amount of alcohol varied according to the individual but was designed to have an effect equivalent to someone weighing 70 kilograms drinking 250 millitres of wine - enough to make some students tipsy. After 15 minutes, the students were shown pictures of people their own age, from both sexes.

Both men and women who had consumed alcohol rated the faces as being more attractive than did the controls (Alcohol and Alcoholism, DOI: 10.1093/alcalc/agn065). Surprisingly, the effect was not limited to the opposite sex - volunteers who had drunk alcohol also rated people from their own sex as more attractive.