Study: Pretty candidates enjoy 10% 'beauty premium' from voters

House candidates with that Ralph Lauren look gain a “beauty premium” of up to 10 percentage points in races with more pedestrian-looking challengers, the latest sign the nation’s knowledge or concern for politics is just skin deep, according to a new elections study.

The scholarly report in the prestigious journal American Politics Research and provided to Secrets concluded that “an extremely attractive candidate running against an extremely unattractive candidate can expect to obtain an electoral ‘beauty premium’ of more than 7 percent of the vote.”

“This number alone would be enough to decide most marginal races,” the study said, later adding that the premium could reach 10 percent.