Time to let go? No automatic aesthetic preference for the golden ratio

The golden ratio is a frequently-studied topic in many scientific disciplines and, in psychology, it has been proposed as being a (universal) law governing aesthetic preferences. Empirical evidence for the golden ratio is equivocal and typically demonstrated through explicit (i.e., conscious, deliberate) evaluations using direct measurement methods (e.g., surveys). Here, we examined whether the golden ratio reflects an automatically elicited preference using the Implicit Association Test. We used real art images, with the foreground object presented in the golden ratio, as well as either in the center (Study 1 and 2) or ¾ ratio (Study 3). Both explicit and implicit evaluations did not reveal a clear preference for the golden ratio over other ratios. A possible preference for the golden ratio does not seem to be automatically elicited and may rather be rather driven by art expertise. This again calls into dispute the universality of a preference for the golden ratio