Of the Bold and the Beautiful: Feeling Beautiful Leads to Bolder Choices

Zixi Jiang, Peking University, China
Margaret Gorlin, Yale University, USA
Jing Xu, Peking University, China
Ravi Dhar, Yale University, USA
People primed with beauty make bolder choices: they are more likely to choose extreme over compromise options and enriched over impoverished options. Inducing a beauty mindset increases participants’ perceptions of their physical attractiveness and their self-confidence, which in turn leads to more extreme choices.
[ to cite ]:
Zixi Jiang, Margaret Gorlin, Jing Xu, and Ravi Dhar (2011) ,"Of the Bold and the Beautiful: Feeling Beautiful Leads to Bolder Choices", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 257-258.