An issue of looking at physical attractiveness as a factor affecting
attraction is that there may be cultural biases.
The vast majority of research carried out on theories such as babyface
and the matching hypothesis (Cunningham and Feingold) are
conducted in the US and other individualist cultures.
This matters because the findings may vary in other cultures,
particularly collectivist cultures as theories are rooted in Western
Therefore, believing that physical attraction is a universal concept
means there could be an imposed etic.