Tuesday 12 December 2017

Average women? Smart, more like

A COSMETICS company set up an experiment in which signs reading 'average' and 'beautiful' were erected over the doorway of a public building and 11,000 women entering the building were filmed. Some 9,000 chose to walk through the 'average' door. This is supposed to tell us something about women's self-image and perception of themselves.

It actually tells us something about marketing experiments. As soon as people see a sign saying 'average' or 'beautiful' over a door, they know someone's paying attention to them. Only the wilfully arrogant would stride through the 'beautiful' doorway. This test doesn't show women to have an issue with self-image. It shows them to be canny.

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