Physical appearance as a form of capital has received increasing attention in sociology in recent years. The logic suggests that ‘aesthetic capital’, like other forms of capital, can be accumulated and utilised in economic and social exchange. However, previous research has not paid attention to societal norms that may regulate the accumulation and utilisation of ‘aesthetic capital’ differently for men and women. In this paper, we turn our attention to such gendered norms, that is, double standards, by analysing unique measures for both accumulation and utilisation based on a split-ballot survey design. Our study shows that there are double standards in certain norms regarding the accumulation and utilisation of ‘aesthetic capital’. This indicates the existence of double standards is context dependent. A double standard in accumulation means more approval of women's behaviour, whereas a double standard in utilisation implies more disapproval of women's conduct. We conclude that ‘aesthetic capital’ can be seen as not so much something that individuals accumulate and utilise but as something that context-dependent gendered norms regulate.

近年来，作为资本的一种形式的外表在社会学中受到越来越多的关注。该逻辑表明，“审美资本”与其他形式的资本一样，可以在经济和社会交流中积累和利用。但是，先前的研究并未关注社会规范，这些规范可能对男性和女性对“审美资本”的积累和利用进行不同的调节。在本文中，我们通过基于拆分投票调查设计来分析积累和利用方面的独特措施，将注意力转向了这种性别规范，即双重标准。我们的研究表明，在某些规范中，关于“审美资本”的积累和利用存在双重标准。这表明双重标准的存在与上下文有关。积累的双重标准意味着对妇女行为的更多认可，而利用双重标准意味着对妇女行为的更多反对。我们得出的结论是，“审美资本”不仅可以看作是个人积累和利用的东西，还可以看作是取决于情境的性别规范的东西。