Beautify the blurry self: Low self-concept clarity increases appearance management
Journal of Consumer Psychology · 2023 · Volume 33 · Issue 2
Abstract
The current research examines how and why self-concept clarity (i.e., having self-aspects that are integrated into a well-defined whole) shapes consumers' appearance management behaviors. Five (including four pre-registered) studies and one supplemental study provide correlational and causal evidence for the link between low self-concept clarity and appearance management (e.g., choice of appearance-enhancing products, interest in cosmetic procedures, and beauty filters). Furthermore, we demonstrate that public self-consciousness mediates this effect (Studies 3–4). We also find convergent process-by-moderation evidence that low self-concept clarity increases appearance management only when the appearance management behavior is perceived to be socially acceptable (Study 5). In addition, we rule out global and appearance self-esteem, private self-consciousness, self-improvement, and mood management as potential mechanisms. This research extends the literature on self-concept, impression management, and appearance management and yields implications for beauty marketing, health communication, and consumer well-being.
Keywords
beauty marketing, identity, impression management, physical attractiveness, self, social influence
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