How Beauty Work Affects Judgments of Moral Character

Linyun Yang, University of North Carolina - Charlotte, USA
Samper Adriana, Arizona State University, USA
Michelle Daniels, Arizona State University, USA
We demonstrate that consumers have a belief that engaging in increased “beauty work” effort into one’s appearance, is a signal of deficient moral character, since effort seems to misrepresents one’s “true self.” This carries over into negative judgments of higher effort [cosmetics when one’s true self is made salient].
[ to cite ]:
Linyun Yang, Samper Adriana, and Michelle Daniels (2015) ,"How Beauty Work Affects Judgments of Moral Character", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 23-27.