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The "not smiling" thing is true, especially on approach. It keeps women's attention. However even if you don't want to be as direct as stelar, keeping a serious face is a good thing upon approach. However! It doesn't mean you have to remain serious. If you cannot be as direct as Stelar, you don't have to be. You can build rapport and eventually bring out a smile. But it has been documented many many times, that women are more attracted to men that are not smiling.
So save the smiles for mid conversation. Also if you have any online photo's of yourself, try to keep them serious. It's been proven that women are more attracted to serious photo's over smiling ones. Men on the other hand are attracted to smiling photo's.
On another note, You guys don't have to do exactly as Stelar does, what you need to do is understand the pyschology behind it and make your own style out of it.
I thought it was proven that women are more attracted to men that are smiling, especially in photos. When you smile, it usually forces the other person to smile and the muscles that are activated give signals to the brain that sends a positive reaction and emotions.
I can understand the concept of not smiling when listening to make her work for it more, or not smiling when being direct to express how serious you are and unphased by her reaction, but not smiling in general or in photos is very questionable.
Women, and people in general want to be surrounded by happy human beings. Smiling shows that you enjoy life and that you're a positive person. Not smiling says that you got issues and probably cause drama.
Maybe I am mixing up a neutral state with a negative one, but I'm trying to make sense of this and see if there's a definite answer. I'm wondering if instead you should show a confident face with a slight micro smile. Think of celebrities in movies when they flirt with hot women. I think Bond does it too. This is worth discussing cause there is a lot of opinion in this subject.
Smile to be social, serious to seduce.
I have read about this in a few different studies. The theory behind it is, when it comes to sex, it's genetically encoded in women to be submissive. A serious face triggers a sexual thought rather then a friendly thought. This is all based on approach or first appearance photo's, etc. Once the interaction begins there are way too many variables for this to have any substantial validity. That being said, it is almost entirely unconscious.
I am sure if you did a search engine, you would find a lot more about it. I read these articles randomly, over the years and to be honest, I could not quote the authors. However! I have always been the type to try out theories and see for myself. I immediately changed my online profile pictures and did notice a difference almost immediately. Since then all my online pics are a serious face. I also keep a very straight face when approaching a women. Humor is a big part of my game in building comfort and rapport, so it's hard to stay serious, but I always keep a straight face upon approach.