Beauty as Capital

Abstract

The aim of this paper is to provide a framework for understanding how beauty may operate as, and generate, various forms of capital. Research has repeatedly demonstrated that beauty is positively related to social and personal power and preferential treatment from others (Bloch and Richins, 1992; cf. Adams, 1977; Goldman and Lewis, 1977). A review of diverse literatures suggests that beauty may generate economic, social, cultural, symbolic, and sexual/erotic forms of capital. We draw upon this work to theorize about how this may occur and suggest implications for marketers.