To Look Good Or to Be Good? Holding (But Hiding) Viceful Motivations For Health Goals

Consumers feel that appearance motivations are less virtuous than other motivations (e.g., mental and physical health) for pursuing health goals. They also feel they should be less driven by physical appearance than they actually are. This self-discrepancy leads them to hide their appearance motivations from others (e.g., on social media).



Citation:

Stephanie Lin, Kaitlin Woolley, and Peggy Liu (2020) ,"To Look Good Or to Be Good? Holding (But Hiding) Viceful Motivations For Health Goals", 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: 994-999.

Authors

Stephanie Lin, INSEAD, Singapore
Kaitlin Woolley, Cornell University, USA
Peggy Liu, University of Pittsburgh, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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