American Beauty You can never be too thin or too rich, said the Duchess of Windsor. She might have added "or too pretty." What psychologists call the "attractiveness stereotype" is so strong that beauty is literally equated with goodness. Good-looking people are not only preferred for dates, friendships and jobs, they're believed to have more intelligence and integrity. It goes without saying that the beauty bias is even more powerful and universal for women. Beautiful women are thought to be more feminine, and femininity is associated with being emotional, passive and nurturing (Heilman). There's not