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Title: Impact of culture on the pursuit of beauty : evidence from five countries
Authors: Madan, Shilpa
Basu, Shankha
Ng, Sharon
Lim, Elison Ai Ching
Keywords: Business::Marketing
Issue Date: 2018
Source: Madan, S., Basu, S., Ng, S., & Lim, E. A. C. (2018). Impact of culture on the pursuit of beauty : evidence from five countries. Journal of International Marketing, 26(4), 54-68. doi:10.1177/1069031X18805493
Journal: Journal of International Marketing
Abstract: 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.
ISSN: 1069-031X
DOI: 10.1177/1069031X18805493
Schools: Nanyang Business School 
Rights: © 2018 American Marketing Association. All rights reserved. This paper was published by SAGE in Journal of International Marketing and is made available with permission of American Marketing Association.
Fulltext Permission: open
Fulltext Availability: With Fulltext
Appears in Collections:NBS Journal Articles

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