How salespeople´s makeup levels influence perceived authenticity – the moderating role of implicit of beauty

Detalhes bibliográficos
Autor(a) principal: Eberhardt, Isabel Lena
Data de Publicação: 2021
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/156857
Resumo: Imposing regulations for makeup application among saleswomen can be part of a company’s marketing strategy to achieve positive customer outcomes. Previous research demonstrates that women applying transformative (extensive) vs. non-transformative makeup are perceived as inauthentic. This study investigates whether this perception is always accurate by examining the role of implicit theories of beauty on customers’ purchasing behavior. The results of the experiment show that entity beauty theorists perceive transformative makeup on saleswomen as inauthentic, resulting in lower purchase intention. In contrast, there is no effect on incremental theorists of beauty, as they remain indifferent to varying levels of makeup and perceived authenticity. Finally, based on the results of the study, management implications are provided.
id RCAP_0795f76a42b2ffc45f0f5f5a1fa7bdcf
oai_identifier_str oai:run.unl.pt:10362/156857
network_acronym_str RCAP
network_name_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository_id_str 7160
spelling How salespeople´s makeup levels influence perceived authenticity – the moderating role of implicit of beautyConsumer behaviorMakeupBeautyImplicit theoriesDomínio/Área Científica::Ciências Sociais::Economia e GestãoImposing regulations for makeup application among saleswomen can be part of a company’s marketing strategy to achieve positive customer outcomes. Previous research demonstrates that women applying transformative (extensive) vs. non-transformative makeup are perceived as inauthentic. This study investigates whether this perception is always accurate by examining the role of implicit theories of beauty on customers’ purchasing behavior. The results of the experiment show that entity beauty theorists perceive transformative makeup on saleswomen as inauthentic, resulting in lower purchase intention. In contrast, there is no effect on incremental theorists of beauty, as they remain indifferent to varying levels of makeup and perceived authenticity. Finally, based on the results of the study, management implications are provided.Truong, NatalieRUNEberhardt, Isabel Lena2022-08-092021-12-172025-12-17T00:00:00Z2022-08-09T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/156857TID:203221990enginfo:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:39:10Zoai:run.unl.pt:10362/156857Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:56:28.843867Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv How salespeople´s makeup levels influence perceived authenticity – the moderating role of implicit of beauty
title How salespeople´s makeup levels influence perceived authenticity – the moderating role of implicit of beauty
spellingShingle How salespeople´s makeup levels influence perceived authenticity – the moderating role of implicit of beauty
Eberhardt, Isabel Lena
Consumer behavior
Makeup
Beauty
Implicit theories
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short How salespeople´s makeup levels influence perceived authenticity – the moderating role of implicit of beauty
title_full How salespeople´s makeup levels influence perceived authenticity – the moderating role of implicit of beauty
title_fullStr How salespeople´s makeup levels influence perceived authenticity – the moderating role of implicit of beauty
title_full_unstemmed How salespeople´s makeup levels influence perceived authenticity – the moderating role of implicit of beauty
title_sort How salespeople´s makeup levels influence perceived authenticity – the moderating role of implicit of beauty
author Eberhardt, Isabel Lena
author_facet Eberhardt, Isabel Lena
author_role author
dc.contributor.none.fl_str_mv Truong, Natalie
RUN
dc.contributor.author.fl_str_mv Eberhardt, Isabel Lena
dc.subject.por.fl_str_mv Consumer behavior
Makeup
Beauty
Implicit theories
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Consumer behavior
Makeup
Beauty
Implicit theories
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description Imposing regulations for makeup application among saleswomen can be part of a company’s marketing strategy to achieve positive customer outcomes. Previous research demonstrates that women applying transformative (extensive) vs. non-transformative makeup are perceived as inauthentic. This study investigates whether this perception is always accurate by examining the role of implicit theories of beauty on customers’ purchasing behavior. The results of the experiment show that entity beauty theorists perceive transformative makeup on saleswomen as inauthentic, resulting in lower purchase intention. In contrast, there is no effect on incremental theorists of beauty, as they remain indifferent to varying levels of makeup and perceived authenticity. Finally, based on the results of the study, management implications are provided.
publishDate 2021
dc.date.none.fl_str_mv 2021-12-17
2022-08-09
2022-08-09T00:00:00Z
2025-12-17T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/156857
TID:203221990
url http://hdl.handle.net/10362/156857
identifier_str_mv TID:203221990
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/embargoedAccess
eu_rights_str_mv embargoedAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv
_version_ 1799138149861949440

Registros relacionados