Consuming Beauty in Place of Power: Gender and Culture Moderation

How would consumers’ psychological sense of power – which can be influenced by numerous factors such as seller-buyer interaction – affect their apparels and beauty consumption? We theorize and demonstrate that men (women) consume more when feeling powerful (powerless). This tendency is stronger for individuals with certain cultural orientations.



Citation:

Sahoon Kim and Carlos Torelli (2020) ,"Consuming Beauty in Place of Power: Gender and Culture Moderation", 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: 1202-1202.

Authors

Sahoon Kim, University of Illinois at Urbana-Champaign, USA
Carlos Torelli, University of Illinois at Urbana-Champaign, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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