Both men and women use physical attractiveness as a measure of how 'good' another person is. Men often tend to value attractiveness more than womenn needed. In fMRI brain scans published in 2004 by Rutgers University evolutionary anthropologist Helen Fisher, in the early intense stages of falling in love, there were clear differences in male and female brains .
Men, on average, tended to show more activity in two regions in the brain: one was associated with the integration of visual stimuli, and the second was with penile erection. Conversely, women in these early stages exhibited increased activity in several regions of the brain associated with memory recall. Fisher speculated the evolutionary source was in the need for females to identify males whose behavior over time suggested they would help the female raise her offspring.However, in terms of behavior, some studies suggest little difference between men and women. Symmetrical men and women begin to have sexual intercourse earlier, have more sexual partners , engage in wider variety of sexual activities and have more casual sex. They are also prone to infidelity and are more likely to become swingers and to have open marriages.
Heredity
A popular belief is that physical attractiveness is hereditary-i.e., that beautiful parents are more likely to yield beautiful children. This is usually true, however, this belief indicates a broad simplification of the intricacies of genetics.
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