Please use this identifier to cite or link to this item: https://hdl.handle.net/10356/137202
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dc.contributor.authorMadan, Shilpaen_US
dc.contributor.authorBasu, Shankhaen_US
dc.contributor.authorNg, Sharonen_US
dc.contributor.authorLim, Elison Ai Chingen_US
dc.date.accessioned2020-03-06T04:08:47Z-
dc.date.available2020-03-06T04:08:47Z-
dc.date.issued2018-
dc.identifier.citationMadan, 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:10.1177/1069031X18805493en_US
dc.identifier.issn1069-031Xen_US
dc.identifier.urihttps://hdl.handle.net/10356/137202-
dc.description.abstractHuman 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.en_US
dc.language.isoenen_US
dc.relation.ispartofJournal of International Marketingen_US
dc.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.en_US
dc.subjectBusiness::Marketingen_US
dc.titleImpact of culture on the pursuit of beauty : evidence from five countriesen_US
dc.typeJournal Articleen
dc.contributor.schoolCollege of Business (Nanyang Business School)en_US
dc.identifier.doi10.1177/1069031X18805493-
dc.description.versionAccepted versionen_US
dc.identifier.scopus2-s2.0-85058139545-
dc.identifier.issue4en_US
dc.identifier.volume26en_US
dc.identifier.spage54en_US
dc.identifier.epage68en_US
dc.subject.keywordsPhysical Attractivenessen_US
dc.subject.keywordsCultureen_US
item.grantfulltextopen-
item.fulltextWith Fulltext-
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