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

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.


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.


Zixi Jiang, Peking University, China
Margaret Gorlin, Yale University, USA
Jing Xu, Peking University, China
Ravi Dhar, Yale University, USA


NA - Advances in Consumer Research Volume 39 | 2011

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