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

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