Impact of Culture on the Pursuit of Beauty: Evidence from Five Countries

Madan, Shilpa; Basu, Shankha; Ng, Sharon; Lim, Erle C.H.

doi:10.1509/jim.17.0064

Cited by 14 publications

(26 citation statements)

References 85 publications

(110 reference statements)

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“…The confirmation that vanity is positively and significantly associated with individuals' CC fits with previous publications (Bano and Sharif, 2016;Chiu et al, 2019;Fontes et al, 2012;Gill et al, 2005;Madan et al, 2018;Netemeyer et al, 1995;Sturrock and Pioch, 1998). Our results also confirm the hypothesised mediation of vanity between masculinity and consumption and masculinity as a positive indirect antecedent of grooming product usage.…”

Section: Structured Equation Modelling Analysissupporting

confidence: 92%

“…Cosmetics have predominantly been consumed by women (Dittmar et al, 1996;Souiden and Diagne, 2009); nevertheless, masculinity has also become embedded in rules regarding appearance (Khan et al, 2017;Madan et al, 2018;Thota et al, 2014).…”

Section: Male Cosmetics Consumption and Conceptual Modelmentioning

confidence: 99%

“…Nowadays, men consider looking good as a facilitator of social, professional and romantic issues (Bano and Sharif, 2016;Cheh, 2014 ; McNeill and Douglas, 2011; Rangakaputi, 2017; Souiden and Diagne, 2009). Whereas men are becoming more concerned with their appearance (Madan et al, 2018), it is common for them not to express their vanity in public as they are afraid of other men's judgement (Chiu et al, 2019;Hall et al, 2012;Thota et al, 2014).…”

Section: Hypothesis Development Vanitymentioning

confidence: 99%

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It’s time for men to groom up!

Sayon

Almeida

2020

JCM

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Purpose This paper aims to systematically review male cosmetics consumption (CC) literature and, given the dearth of research about the topic, especially on Western emerging country contexts, to shed light on the paradoxical behaviour concerning male grooming by empirically assessing the impact of some psychological and demographic antecedents of consumption. Design/methodology/approach Six hypotheses derived from a systematic review of the literature were tested through structured equation modelling (SEM), based on data of 476 Brazilian men. Findings The results empirically sustain the positive influence of vanity and masculinity in grooming product consumption, with partial mediation of vanity between masculinity and consumption. Counterintuitively, it also confirms the negative influence of income. Age and marital status are not statistically relevant. Practical implications Practitioners should invest in marketing actions focusing on low-income men, who showed genuine interest in grooming products, promoting them as powerful tools to improve appearance and social recognition. Additionally, educational and wellness-related campaigns could be effective. Social implications Beyond profitability, economic growth and men’s well-being, the results might affect the whole society through male cosmetics' contribution to blending gender paradigms. Originality/value This study focuses on an economically relevant segment that defies the status quo. It is the first to systematically demonstrate the state of the art of male CC knowledge and to illuminate the role of psychological and demographic variables in influencing CC, enriching the literature on appearance, gender and consumption.

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Section: Structured Equation Modelling Analysissupporting

confidence: 92%

Section: Male Cosmetics Consumption and Conceptual Modelmentioning

confidence: 99%

Section: Hypothesis Development Vanitymentioning

confidence: 99%

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It’s time for men to groom up!

Sayon

Almeida

2020

JCM

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“…The ad was similar to the one used in Study 1 (see Web Appendix B). However, as possessing a clear, fair complexion is a deep-seated desire among Asian women (Li et al 2008; Madan et al 2017), we framed the benefits of the product in terms of providing fair, blemish-free skin. We asked participants to imagine that they had been shortlisted for an interview and measured their likelihood of using the cream before attending the interview, on a three-item, seven-point scale.…”

Section: Methodsmentioning

confidence: 99%

Impact of Culture on the Pursuit of Beauty: Evidence from Five Countries

Madan¹,

Basu²,

Ng³

et al. 2018

Journal of International Marketing

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Human beings have always coveted beautiful objects, but the desire to look good is reaching new heights worldwide. Although the pursuit of beauty appears universal, industry evidence suggests that it is particularly strong in Asia. This research examines the effect of culture on the pursuit of beauty. Three studies provide converging evidence that interdependent self-construal increases the likelihood of using appearance-enhancing products. Study 1 operationalizes culture through nationality and self-construal and shows that Easterners (more interdependent) are more likely to use appearance-enhancing products than Westerners (less interdependent). This use is driven by interdependents’ tendency to conform to societal norms, which in turn leads to heightened self-discrepancy (Study 2). The use of appearance-enhancing tools helps minimize this discrepancy. Study 3 shows that strength of norms moderates the impact of interdependence on the use of appearance-enhancing tools. When norms are loosely defined and adherence is not strictly enforced, interdependents’ appearance enhancement tendency is reduced. This research offers actionable insights into the pursuit of beauty, marketing of beauty brands, policy making, and consumer well-being.

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“…The academic literature has also explored how the quest for beauty drives consumers to engage with body transformative practices in pursuing personal and social ideals (Madan et al, 2018; Samper et al, 2018). The body is seen as the continuation of the individual, as the self is exhibited to others via its embodiment (Borelli & Casotti, 2012; Giddens, 2002).…”

Section: Introductionmentioning

confidence: 99%

Extending Diderot unities: How cosmetic surgery changes consumption

Song

González-Jiménez

Belk

2021

Psychology and Marketing

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Consumers engage in transformative practices such as cosmetic surgery to shape a new self that satisfies personal and social expectations. Yet, we lack an understanding of how cosmetic surgery and the consequent changes to a consumer's self affect their consumption practices. Building on Diderot unities we explore how cosmetic surgery influenced consumption practices of 10 female consumers postcosmetic surgery. Prior work on Diderot unities suggests that it is a new object inspiring the consumption of additional objects. Extending the notion of Diderot unities, we posit that also a new self brings changes in the constellation of consumption objects. Specifically, cosmetic surgery, the self, and material consumption practices are tied together by an expanded view of Diderot unities as not only involving people and objects, but also adding experiences. A newly surgically enhanced person perceives an imbalance between the assemblage of their self and self‐expressive objects. This imbalance sets off a series of purchases to restore balance by acquiring possessions and experiences that match their new magnificent self. Purchases extend to areas such as fashion objects, grooming objects and experiences, as well as experiences related to personal well‐being, vacation and leisure.

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Impact of Culture on the Pursuit of Beauty: Evidence from Five Countries

Cited by 14 publications

References 85 publications

It’s time for men to groom up!

It’s time for men to groom up!

Impact of Culture on the Pursuit of Beauty: Evidence from Five Countries

Extending Diderot unities: How cosmetic surgery changes consumption

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