Pursuit of Beauty: the Cultural Divide

Across three studies, we investigate the beauty obsession that is touching unprecedented heights in Asia. We show that Easterners/interdependents are more prone to using appearance-enhancing products to adhere to societal norms. Replicated across contexts, this effect is sequentially mediated by conformity and self-discrepancy, i.e. gap between ideal standards and self-image.


Shilpa Madan, Shankha Basu, Elison Lim, and Sharon Ng (2015) ,"Pursuit of Beauty: the Cultural Divide", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 193-194.


Shilpa Madan, Nanyang Technological University, Singapore
Shankha Basu, Nanyang Technological University, Singapore
Elison Lim, Nanyang Technological University, Singapore
Sharon Ng, Nanyang Technological University, Singapore


AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015

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