Attraction is an amalgamation of all a person's traits. I may not be romantically interested in someone who I don't find physically attracted, even if she has a great personality. On the other side of it, someone may be a perfect ten, but if their personality is uninteresting to me than I probably won't want much to do with them.
Note that this is all very personal as well. What I find attractive physically or personality-wise, may be a complete turn-off to someone else. Everybody has a type and everyone is someone else's type.
As to what causes an attraction, that's beyond me. I can tell you what I'm personally interested in, but that's not very useful information to anyone other than me. Knowing what I like doesn't create any universals, nor does it define anyone else's taste except in an accidental fashion.
In any case, I don't think taking a person's physical appearance into account is shallow. If I don't find someone good looking, I'm not going to pretend that I do in order to be politically correct. It's dishonest and I think that's ultimately a disservice to those involved. Attraction can't be faked and you can't make yourself be attracted to someone you find uninteresting.
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I wake up in the morning more tired than before I slept
I get through cryin' and I'm sadder than before I wept
I get through thinkin' now, and the thoughts have left my head
I get through speakin' and I can't remember, not a word that I said
- Ben Harper, Show Me A Little Shame
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