Beauty is in the eye of the beholder, or so we are told. Filippo Contesi and his colleagues here show, that whilst most of us claim to believe that beauty is subjective, we actually act as though it is objective. The true problem of aesthetics then, is not whether or not we believe that beauty is in the eye of the beholder, but why our behaviour around beauty doesn’t match up with our stated beliefs. Beauty, it seems, is more than skin-deep. If we had a penny for every time we hear the saying “Beauty is in the eye of the beholder”… Since at least the 18th century, philosophers and common people alike have pondered the question of whether or not the proverb is true. Some have answered…

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