Brains versus beauty in the knowledge economy: the relative predictive powers of qualification and physical attractiveness in the decision to employ a knowledge worker

Abstract

It is a widely held belief that those who are attractive generally experience an easier life; that the door to success is opened by perfect bone structure and a sparkling white smile. However, this might not be the case. Attractiveness might play a far lesser role in individual’s achieving their objectives than has previously been thought. Is it possible that an individual’s qualifications may have a greater influence regarding the perceptions of managers who question the suitability of a candidate to fill the position of a Knowledge Worker? The main purpose of this research was not only to identify the existence of the so-called Beauty Premium in the Knowledge Economy but, to determine that if it does indeed exist, how to explore the influence of this aspect regarding the hiring decisions for which managers are responsible. A two-phased experimental design was followed that investigated the existence and strength of the Beauty Premium amongst a group of managers who were provided with fictitious resumes coupled with photographs of the applicants. These managers were requested to make a hiring decision based on the information in front of them. The results revealed the existence of a Beauty Premium but that is was relatively weak and that the qualification of an individual had a far greater influence on a manager’s perception of the suitability of a candidate to fill a position of a Knowledge Worker.