J9. the Beautified Me Is Me: How Interdependence Increase Usage of Beauty App
This research investigates when people are more likely to use photo-editing beauty apps and why. Two studies show that people with an interdependent (vs. independent) self-construal have higher intentions to use beauty apps because they see larger overlaps between their beautified selves and their true selves.
Citation:
Qin Wang, Andrea Morales, and Adriana Samper (2018) ,"J9. the Beautified Me Is Me: How Interdependence Increase Usage of Beauty App", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 932-932.
Authors
Qin Wang, Arizona State University, USA
Andrea Morales, Arizona State University, USA
Adriana Samper, Arizona State University, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
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