美貌的经济分析--基于个人与社会的正负效应视角

摘要

The value of beauty has been affirmed by society. Beauty is a kind rare lack resource. The positive effects in-clude personal beauty effect, commodity sales effect, economic development effect and so on. However, everything has two sides. Beauty has many negative effects. Its negative effects include private efforts effect, the value judgement criteria of soci-ety, economic development foundation effect and so on. The pursuit of beauty is human nature, and it runs throughout the development of human society. But the nature of development of a human society decides that the foundation is the pursuit of inner beauty, so the role of inner beauty will be enhanced on social value evaluation. We need try to encourage positive effects and avoid negative effects. We especially build the right concept of beauty and reasonably correct the development of beauty industry.%美貌有价已成为当今社会的共识。美貌是一种稀缺资源，对于貌美者具有明显的正向效应，对于商家有助促进商品销售，对于社会具有明显的正外部性，能促进社会经济的发展。然而，任何事情都具有两面性，美貌也具有明显的负向效应。美貌影响貌美者个体努力程度，具有社会负外部性，影响社会价值判断标准，同时还呈现边际效应递减特征，美貌产业的过度发展还将侵蚀经济发展基础。逐美是人类的本性，追求美貌将贯穿社会发展的始终，但人类社会发展的本质决定了追求内在美是基础，因此在社会价值评价中内在美的基础作用必定会得到增强。当前阶段，我们要尽力发挥美貌的正向效应，规避其负向效应，尤其要引导社会树立正确的美貌观，合理规范美貌产业发展。