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
P14. Financial Behavior Among Young Adult Consumers: The Influence of Self-determination and Financial Psychology
Heejung Park, University of Wyoming, USA
Consumer Perceptions of Environmental ‘Win-Wins’
Tamar Makov, Yale University, USA
George Newman, Yale University, USA
G10. The Effects of self-construal on evaluations of brand logo colors
Eunmi Jeon, Sungkyunkwan University
Myungwoo Nam, Georgia Tech, USA