How Beauty Work Affects Judgments of Moral Character

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].


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 , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 23-27.


Linyun Yang, University of North Carolina - Charlotte, USA
Samper Adriana, Arizona State University, USA
Michelle Daniels, Arizona State University, USA


NA - Advances in Consumer Research Volume 43 | 2015

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