When the renowned behaviourist John B. Watson was among the rst in the 1920s to utilize beauty as a marketing tool, he seemed to be doing something straightforward. Who does not prefer being exposed to beautiful as compared with less beautiful people? Needless to say, when we see someone beautiful we somehow get attracted to him or her. Hence, Watson might have thought, people should also prefer buying products that are presented by or alongside beautiful people, which presumably made him use seductively attractive “testimonials” in his advertisement campaigns (Buckley, 1982). Whether or not it is Watson who earns the credit for introducing beauty as a marketing tool, still nowadays most marketers would intuitively agree that “beauty sells”.