Therefore, these research results are valid exclusively for the world of advertising. Research on beauty is part of an extensive project conducted by the University of Maastricht on success factors in business, especially in multinational companies. Mr. Rhann, university professor of the economics of organisations, confirms Gisko Bosman's results. In Europe no tradition of research into the area exists, while in the United States scholars such as Daniel Namermesh, who bears the epithet beauty-guru, have already shown that a firm's more attractive personnel make more than their less attractive colleagues. In the meantime, the concept has been completely accepted, and Becker has received the Nobel prize.
People consider half of the individuals from their environment to be of average appearance.
Among the other half are those that are of above average appearance, and a smaller section that are less attractive than the golden average. Gisko Bosman's research results show that dress as well as face and body care contribute significantly to a positive appearance. Therefore, Bosman proposes that expenses on working clothes should be tax deductible. American scholar Namermesh concludes that the number of people in the USA who feel discriminated on account of appearance is growing. Statistical data shows that more and more American men reach out for help to plastic surgery in order to improve their noses and long facial lines.