The effect of flight attendants' physical attractiveness on satisfaction, positive emotion, perceived value, and behavioral intention

Abstract

In the 1960s, most U.S. airlines required flight attendants to be female, younger than age 32 and single (Newsweek, 2018). A classified ad for flight attendants published in the New York Times in 1966 read, “A high school graduate, single (widows and divorcees with no children were considered), 20 years of age (girls 19 1/2 may apply for future consideration), 5′2” but no more than 5′9,” weight 105–135 lb. in proportion to height and have at least 20/40 vision without glasses. Eastern Airlines ran a magazine advertisement that many people would now find objectionable if not offensive (Frauenfelder, 2014): “Sure, we want her to be pretty … don't you? That's why we look at her face, her make-up, her complexion, her figure, her weight, her legs, her grooming, her nails, and her hair.” However, this changed in the late 1960s when demand for women's equality, equal opportunity, and the civil rights movement made these hiring standards illegal in the U.S.