The beauty and the brains: The Effects of an Attractive Female’s Profile Picture on a Male’s Creative Output in Business Processes

J.H. op den Kelder

Student thesis: Master thesis


This research investigates the influence of female attractiveness on a male’s creativeoutput in cross-gender business processes. Research on creativity and innovation inbusiness literature often neglects the deeply rooted mental processes, which areresearched by evolutionary psychology. Displaying creativity and other favorableevolutionary traits is argued to be a necessity to stand out from same-sex competitorsduring sexual selection. This research theorizes that the male’s creative output willincrease when they get a digital divergent thinking task from a female with anattractive profile picture, which is caused by the motivation of obtaining a potentialmate. The Attractiveness, Motivation and Creative Output (AMCO) –model has beenproposed and tested via three online studies. Although the research and results are apromising foundation for future research, none of the hypotheses have been foundsignificant. This could be explained by the participant’s feeling of anonymity. On aconceptual level this invalidates the stimuli as a potential mate and thereby anypotential effects on creativity. For future research, a lab experiment is proposed to testthe AMCO-model in an offline and controlled setting.

EducationsMSocSc in Management of Creative Business Processes , (Graduate Programme) Final Thesis
Publication date2015
Number of pages70