The role of beauty and attractiveness in life-success; how beauty matters in the Czech Republic

Bc. Veronika Somorová

Master's thesis

Abstract:

This Diploma Thesis, as its title suggests, is focused on the role of beauty and attractiveness in life-success. It is a study of beauty in a national context of current society; the influence of beauty in the Czech Republic, as well as the relationships between beauty, society and the labour market spheres are analysed. This thesis is written with the purpose to better understand the vital relationship of beauty and its reflection on life success. It should clarify the influence of beauty on life-success in general and to define how beauty matters in the Czech Republic in relation to the labour market. The main objective of this thesis is to prove the association between beauty and life success, to identify and explain how different levels of attractiveness influence various parts of life success. The hypotheses for the first part are: that beauty status means in general happiness for people; that beautiful women in our country understand the real privilege of their beauty status; that due to the awareness of their beauty, better looking women invest to their beauty more than average looking women. An additional objective of this thesis is to prove that beauty has significant role in the labour market and Czech population is aware of the advantages of looks in professional area. The hypotheses regarding to this part are: that people believe that the beauty counts more in our country than intelligence; better looking women take their looks as an advantage in the labour market; and that the believing in yourself is connected more closely to the looks, rather than to the skills one has, especially for women. Furthermore, this thesis answers the question if and how beauty affect marriage and addresses the contemporary woman’s dilemma of family versus career. Thy hypotheses for the last part are: that better looking women are more likely to end up in a happy marriage, when they decide to be married; and that better looking women in general choose family life over successful career. To verify the aforementioned hypotheses, the analyses of data from the survey carried out in the years 2012-2015 by Petr Matějů and his colleagues under the research project “Neglected Dimensions of Human Capital: The role of intangible assets and attractiveness in the labour and marriage market and lifestyle preferences” are used.

Keywords

Appearance, Attractiveness, Beauty, Business, Career, Desire, Family, Labour market, Looks, Marriage, Personality, Satisfaction, Society, Success

Language used: English

Date on which the thesis was submitted / produced: 11. 4. 2017

Thesis defence

• Date of defence: 3. 11. 2017
• Supervisor: prof. PhDr. Petr Matějů, Ph.D.
• Reader: PhDr. Ilona Toufarová

University of Finance and Administration

Master programme / field:
Economics and Management / Marketing Communication