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The aim of our research. The article deals with the phenomenon of evaluation of ethno-cultural types of facial appearance from a position of the psychology of social knowledge, categorization of which is carried to a greater extent, on the basis of ordinary designations ("Caucasian facial appearance", "Slavic facial appearance", "Asian facial appearance"). These designations types of facial appearance penetrate into various spheres of life and are one of reasons of discrimination against members of ethno-cultural ...