Vanity and Consumption: How Physical Vanity Influences the Consumer Behavior

This research is an attempt to get a qualitative understanding of what makes women want to change their looks by consuming beauty products and services. It is the objective of this work to understand how the physical female vanity influences the consumption of beauty products and services. Using a qualitative methodology based on interviews, consumption motivations and strategies employed by women in the search for modifying and enhancing physical appearance were revealed. In terms of consumption, so far, the physical vanity turned up to be an ambiguous concept, originating a continuum ranging from a positive construct, balanced vanity, to a negative construct, extreme vanity.


Paulo Ricardo Zilio Abdala and Carlos Alberto Vargas Rossi (2008) ,"Vanity and Consumption: How Physical Vanity Influences the Consumer Behavior", in LA - Latin American Advances in Consumer Research Volume 2, eds. Claudia R. Acevedo, Jose Mauro C. Hernandez, and Tina M. Lowrey, Duluth, MN : Association for Consumer Research, Pages: 214-214.


Paulo Ricardo Zilio Abdala, PPGA / EA / UFRGS - UNILASALLE / CANOAS
Carlos Alberto Vargas Rossi, PPGA / EA / UFRGS


LA - Latin American Advances in Consumer Research Volume 2 | 2008

Share Proceeding

Featured papers

See More


Q6. Online Social Status Predicts Subjective Well-being: a Two Population Study

Rui Du, University of Hawaii, USA
Miao Hu, University of Hawaii, USA

Read More


Visualizing Price Magnitude: How Slider Scales Change Willingness-to-Pay

Manoj Thomas, Cornell University, USA
Ellie Kyung, Dartmouth College, USA

Read More


So-Bad-It’s-Good: When Consumers Prefer Bad Options

Evan Weingarten, University of California San Diego, USA
Amit Bhattacharjee, Erasmus University Rotterdam, The Netherlands
Patti Williams, University of Pennsylvania, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.