What a company wants to be perceived as?

Physical attractiveness also has a correlation with the image of a company. Businesses
spend millions of dollars in order to have their image appear attractive to their consumers. All
companies want to be perceived as reputable and reliable. A company though can only be as
attractive as what the consumer considers them to be. Any company, no matter how well run
or how great their product is, will not be able to profit without having the consumer perceive
that they are sought after.
What is it that consumers want from a business that they will give them the perceptive
of being attractive? American Society of Business Publication Editors award winning editor
Geoffrey James from Inc.com goes over some points about what a customer really want from a
business. In James article some of the main points that a customer wants were independent
thinking, creativity, and confidence (James, 2012). These are some aspects that add value to the
customers perception. When a consumer sees value in a company, then they perceive the
company as attractive. This perceived desire of attractiveness is how companies are able to get
a customer to purchase products and remain a customer until the perception from the
customer has changed. So even though a companys perception remains in the hands of the
consumer, how can a company on its end create a perception that they would like the
consumer to likewise agree with? There will be presented a relationship between the physical
attractiveness of people that affects the company image perceived by the consumer
Why attractiveness is what they want.
As mentioned earlier, companies are only as attractive as their perception allows. A
company can greatly help influence a consumers perception by what they show to them. One
factor used to influence perception is physical attractiveness. The physical attractiveness of a
person is a valuable asset to companies who want a good brand image. Having a workforce of
runway models will not always mean that a company will do well. However research shows that
those who are physically attractive have a bigger contribution to the success of a company
(Stanger, 2012).
Research shows that the physically attractive people in general are smarter, more
sociable, more dominant, mental healthier and have higher self-esteem (Elmer and Houran,
2008). All these qualities are viewed by companies as a value-added asset; these qualities also
correlate with some of the mentioned earlier from James (2012) about what customers want
from a business. Attractive people are even finding it easier to become hired and receive
benefits from their jobs. There is a higher than 10% chance a physically attractive person will
receive a job that an unattractive person who is equally qualified (American Psychological
Association, 2014). An article from Forbes by Susan Adams (2013) references a study by the
National Association of Colleges and Employers (NACE). This study had hiring managers
surveyed on what they found important when hiring employees in the 20s. The list is a follows
in order of importance:
1. Ability to work in a team
2. Ability to make decisions and solve problems
3. Ability to plan, organize and prioritize work
4. Ability to communicate verbally with people inside and outside an organization
5. Ability to obtain and process information
6. Ability to analyze quantitative data
7. Technical knowledge related to the job
8. Proficiency with computer software programs
9. Ability to create and/or edit written reports
10. Ability to sell and influence others
Although physical attractiveness itself was not one of the 10 qualities listed, people who
are viewed as attractive are at a higher rate of showing or having the capacity to possess these
qualities (Adams, 2013). Physically attractive people are viewed as being great in work groups
because others are comfortable talking to them. They are also perceived to be organized in
their work because they carry themselves in a proper fashion. Other workers are more easily
influenced by them due to show well they are spoken. There is also a possibility of having a
relationship/friendship with them (Adams, 2013). Many other factors influence what qualities a
company wants, but there is definitely a correlation between physical attractive people and
qualities a company desires to maintain a good image

Perception from visual standpoint
How is the physical attractiveness of a person displayed in a company where they are
seen by the public, thus being a direct factor for the perception of the consumer? When a
company uses attractive people (actors, models, or celebrities) they are often trying to relate
the physically attractiveness of the person with the attractiveness of the company. An example
would be if a company is promoting a product of service for healthy living. Naturally they would
want the consumer to have a perception close to what they desire. The people who are
representing the company would also need to be perceived as having a healthy lifestyle.
This application of attractiveness works even with companies that arent necessarily
healthy conscience. If were to look at the advertising and promotional directions of soda
companies, they mainly endorse a refreshing tasty beverage. These drinks are usually
consumed by attractively looking people. Research shows that a large percentage of consumers
who drink soda beverages are not in the best health, many even obese (Harvard School of
Public Health, 2012). However it would not make sense for a soda company to advertise
unhealthy people in their commercials or other ads even if they are a large of the consumers
because the perception of the company would be greatly diminished. They would continue to
display themselves as an attractive company. Physically attractive people are perceived as
being very concerned with their health and living in a way to keep fit. Thus, physically attractive
workers would seem to fit best and would give credibility the company and its perceived image.
Perception from quality standpoint
Physical attractiveness also has a relationship with a company that may not even use
attractiveness as the forefront of making their company image. As mentioned previously,
physically attractive people are shown to possess a higher percentage of desired qualities that a
manager looking to hire would want (Elmer and Houran, 2008). In a company where an
employees physical appearance may have little to do with the consumers perception
physically attractive person will be valuable because of the related qualities that they will bring
to the company. A company can have a good perception if they present themselves as being
valuable to the consumer because of the quality of their business
A great example of this is in the department of customer service. Customers usually
have little to no physical interaction with workers in customer service. However, the
performance of the employee during the interaction with the customer will have a strong
impact of what the perception of the company will be to the consumer. Again, the qualities that
are shown higher in physically attractive people are also the qualities desired for workers that
would be communications with customers in the customer service department. This is very
important to the company as well sine 60% of customers will likely feel comfortable paying
more for a product of service if their believe they will be getting better customer service
(Honigman, 2013).
Physical attractiveness is shown to have an impact on company image. A consumers
perception of a company can be influenced by not only the physical features of attractive
people but also the qualities that physically attractive people seem to show more of than
others. Companies can use physical attractiveness to their advantage in order to match as
closely what they want their company to be viewed as in comparison to what the consumer
does.
American Psychological Association. (2014, January 1). Attractive people success statistics.
In Statistic Brain. Retrieved June 30, 2014, from
http://www.statisticbrain.com/attractive-people-success-statistics/
Adams, S. (2013, October 11). The 10 skills employers most want in 20-something employees.
In Forbes. Retrieved June 30, 2014, from
http://www.forbes.com/sites/susanadams/2013/10/11/the-10-skills-employers-most-
want-in-20- something-employees/
Honigman, B. (2013, March 12). 10 Ways to make customers fall in love with your business.
In The Blog. Retrieved June 30, 2014, from
http://www.huffingtonpost.com/brian-honigman/10-ways-to-make-customers-fall-love-
with- business_b_2838322.html
Stanger, M. (2012, October 9). Attractive people are simply more successful. In Business Insider.
Retrieved June 30, 2014, from http://www.businessinsider.com/attractive-
people-are-more-successful-2012-9
James, G. (2012, September 20). 7 Things customers want most from you. In Inc.. Retrieved
June 30, 2014, from http://www.inc.com/geoffrey-james/7-things-customers-want-
most-from-you.html
Elmer, E. M., & Houran, J. (2008, March 5). Physical attractiveness in the workplace. In HVS
International. Retrieved June 30, 2014, from
http://www.hotelnewsresource.com/article31439.html
Harvard School of Public Health. (2012). Sugary drinks and obesity fact sheet. In The Nutrition
Source. Retrieved June 30, 2014, from
http://www.hsph.harvard.edu/nutritionsource/sugary-drinks-fact-sheet/