A woman with a beautiful face isn't likely to get lost in a crowd, judging from experiments led by D. Vaughn Becker, a psychologist at Arizona State University. Volunteers viewed a computerized simulation of a set of photographs placed facedown, then tried to turn up matching pairs of head shots as quickly as possible. (The people in all the pictures had been previously judged by others as either attractive or average in looks.) Consistently, the participants matched attractive women's faces faster than either average female faces or attractive men's faces. What's more, when they were allowed to see the placement of all the faces before the challenge began, they generally proceeded to recall the location of the attractive women first. The authors of the study point out that appearance tends to be more important for judging women than men as mates—and because a beautiful woman is seen as "a reproductive opportunity [for men] and a threat [to other women]," she is especially memorable for both sexes.