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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