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1、HowMuchisBeingAttractiveWorth?Beautifulpeopleareindeedhappier,anewstudysays,butnotalwaysforthesamereasons.Forhandsomemen,theextrakicksaremorelikelytocomefromeconomicbenefits,likeincreasedwages,whilewomenaremoreapttofindjoyjustlookinginthemirror.“Womenfeelthatb
2、eautyisinherentlyimportant,”saysDanielHamermesh,aUniversityofTexasatAustinlaboreconomistandthestudy’sleadauthor.“Theyjustfeelbadifthey’reugly.”Hamermeshistheacknowledgedfatherofpulchronomics,ortheeconomicstudyofbeauty.Itcanbeaperilousundertaking.Heonceenrageda
3、naudienceofyoungMormonwomen,manyofwhomaspiredtostayhomewithfuturechildren,byexplainingthathomemakerstendtobehomelierthantheirworking-girlpeers.(Sincebeautifulwomentendtobepaidmore,theyhavemoreincentivetostayintheworkforce,hesays.)“Iseenoreasontomincewords,”say
4、sthe69-year-old,whorateshimselfasolid3onthe1-to-5looksscalethathemostoftenusesinhisresearch.Thepursuitofgoodlooksdrivesseveralmammothindustries—in2010,Americansspent$845milliononface-liftsalone—butfeweconomistsfocusedonbeauty’sfinancialpoweruntilthemid-1990s,w
5、henHamermeshandhiscolleague,JeffBiddleofMichiganStateUniversity,becamethefirstscholarstotracktheeffectofappearanceonearningspotentialforalargesampleofadults.Likemanyotherdesirablecommodities,“beautyisscarce,”Hamermeshsays,“andthatscarcitycommandsaprice.”Ahands
6、omemanispoisedtomake13percentmoreduringhiscareerthana“looks-challenged”peer,accordingtocalculationsinHamermesh’srecentbook,BeautyPays.(Interestingly,thenetbenefitisslightlylessforcomelywomen,whomaymakeupthedifferencebytradingontheirlookstomarrymenwithhigherear
7、ningpotential.)Andsomestudieshaveshownthatattractivepeoplearemorelikelytobehiredinarecession.“Lookism”extendsintoprofessionsseeminglydetachedfromaesthetics.Homelyquarterbacksearn12percentlessthantheireasy-on-the-eyesrivals.“Hot”economicsprofessors—designatedby
8、thenumberofchilipeppersawardedonRatemyprofes-sors.com—earn6percentmorethanmembersoftheirdepartmentswhofailtogarneraccoladesalongtheselines.Hamermesharguesthatthere’snotmuchwecandot