The Impact of Natural Versus Attained Beauty on Service Evaluations

This research examines how women customers differently judge a service provider with natural or attained beauty and, in turn, evaluate their service. Two field experiments showed that obtained beauty is judged less favorably, decreasing overall service evaluations.


Jooyoung Park and Nathasya Pricilia B Kristianto (2020) ,"The Impact of Natural Versus Attained Beauty on Service Evaluations", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1219-1219.


Jooyoung Park, Peking University, China
Nathasya Pricilia B Kristianto, Peking University HSBC Business School


NA - Advances in Consumer Research Volume 48 | 2020

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