Men care about looks for biological reasons. But why do they always lie about this? Is it because they don't realize how much looks matter to them or think they will look shallow for telling the truth? I believe honesty is the best policy, & I know a lot people would look down on a guy if he told the truth, but who cares? I'd rather tell the truth & have people not like me than lie just to be accepted.
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I think that in western culture, despite the fact we use sex to sell everything you can imagine, still pushes a false narrative on us about romantic relationships. Our movies, TV shows, music sell us the idea that love is egalitarian, blind and just. We're told the good guys/girls always win because they have more personal integrity.
It's a narrative that feels good to us because it allows us to believe that love doesn't discriminate but it also makes people feel ashamed when their own desires do discriminate (shallowness). It also causes a lot of pain when discover that the narrative we so desperately want to be true isn't true and both men and women have a hard time letting go of it.
Men aren't as unemotional as we seem. Some men can be surprisingly vehement in denying the importance of physical attraction to them. Others are quite open (and sometimes rude) about it. It varies.
Honestly, I admit looks matter to me. I couldn't date a woman I wasn't physically attracted to. That said, I also couldn't date an attractive girl who's also a rotten person either. Both of those criteria ultimately need to be met. Looks are very important, no doubt but men speak truthfully when they tell you that personality is too.
However, I think that, while many people, both men and women, feel ashamed for their natural desires, they paradoxically take an overly pessimistic view of the opposite sex. The media only exacerbates this. Too many women out there are convinced that men will only find them attractive if they're unnaturally skinny and I've seen too many men get angry and bitter because they've convinced themselves that women only care about money.
I've personally been attracted to many different types of women. I've been attracted to bigger women, flat chested women, women with freckles, and so on. Just because looks matter doesn't mean I adhere to the image of what popular culture sells us as beautiful.