Dr. Gordon Patzer Organizes Conference

Walter E. Heller College of Business Administration

Dr. Gordon Patzer

Dr. Gordon L. Patzer, who has spent more than 30 years studying physical attractiveness, says that appearances maketh the man or woman. ‘‘For both males and females of all ages, be it in the market, work place or anywhere else, entirely too much importance is placed on the looks of a person,’’ Patzer says on his website.

Next month Patzer, a US Fulbright Scholar who is currently teaching at Delhi University’s Faculty of Management Studies, organizes a two-day Physical Appearance Conference in the Capital. The two-day event will explore how and why physical attractiveness influences our world. The conference is likely to evoke much interest in a country like India, where looks are an important criteria in matters big and small — leading the school parade; participating in a reality singing contest or finding a suitable spouse. The Indian advertising industry perpetuates stereotypes, especially when it comes to selling fairness creams. The importance of physical appearance begins before, but does not end with matrimonial ads.

"And men are as afflicted as women when it comes to fitting the good-looks template."

In addition, Dr. Patzer has been quoted on a Business Week blog regarding how the media can influence child development.