Look Good and Work Hard? Only If You Are a Man Or in Preschool

Consumers believe that attractive women are less intelligent. Across four studies we show feeling attractive reduces motivation to work on cognitive tasks among women (for whom these accessible beliefs are self-diagnostic), but not men (for whom these accessible beliefs are non-diagnostic) or preschoolers (among whom such beliefs are not accessible).



Citation:

Michal Maimaran, Aparna A Labroo, and Anastasiya Pocheptsova Ghosh (2020) ,"Look Good and Work Hard? Only If You Are a Man Or in Preschool", 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: 720-719.

Authors

Michal Maimaran, Northwestern University, USA
Aparna A Labroo, Northwestern University, USA
Anastasiya Pocheptsova Ghosh, University of Arizona, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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