Belief-Based Discrimination: Beauty Premium and Beauty Penalty

We show that discrimination based on beauty occurs because consumers hold incorrect beliefs about the relationship between beauty and productivity. We demonstrate a beauty premium for social skills and a beauty penalty for analytical skills. The beauty penalty for analytical skills reverses when consumers are given an objective quality signal.


Meng Zhu, Tingting Nian, and Joachim Vosgerau (2020) ,"Belief-Based Discrimination: Beauty Premium and Beauty Penalty", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1170-1174.


Meng Zhu, Johns Hopkins University, USA
Tingting Nian, University of California Irvine, USA
Joachim Vosgerau, Bocconi University, Italy


NA - Advances in Consumer Research Volume 48 | 2020

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