The Beautified Me Is Me: How Interdependence Increases Beauty App Use Intention

This research investigates when consumers use photo-editing beauty apps to make themselves look more attractive in photos and why. Five studies show that people with an interdependent (vs. independent) self-construal have higher intentions to use beauty apps because they see greater overlap between their beautified selves and their true selves.



Citation:

Qin Wang, Andrea Morales, and Adriana Samper (2019) ,"The Beautified Me Is Me: How Interdependence Increases Beauty App Use Intention", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 320-325.

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 47 | 2019



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