Transformative makeup and innovation: can salesperson´s makeup influence consumers- preferences for innovative products

Detalhes bibliográficos
Autor(a) principal: Petrova, Yana
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/10362/132584
Resumo: This research aims to understand if the amount of makeup on a sales assistant, namely natural versus extensive, can influence consumer ́s preference for innovative products. It was predicted that the extensive makeup would lead to more prompt preference for innovative product due to activation of self-expressiveness. An experiment was conducted to test this hypothesis. Subsequent data analysis, including A NOVA and ANCOVA have shown that there is no influence of makeup condition on preference of consumer ́s innovative product preference. Nor indirect effect of self-expressiveness on the casual chain was supported. Nonetheless, it was found that natural makeup has activated self-expressiveness more than extensive makeup, contrary to initial expectations. Finally, managerial implications, limitations and future research recommendations are presented based on the findings of the study.
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spelling Transformative makeup and innovation: can salesperson´s makeup influence consumers- preferences for innovative productsInnovative productsPhysical attractivenessSelf-expressivenessMakeupCosmeticsBeauty workDomínio/Área Científica::Ciências Sociais::Economia e GestãoThis research aims to understand if the amount of makeup on a sales assistant, namely natural versus extensive, can influence consumer ́s preference for innovative products. It was predicted that the extensive makeup would lead to more prompt preference for innovative product due to activation of self-expressiveness. An experiment was conducted to test this hypothesis. Subsequent data analysis, including A NOVA and ANCOVA have shown that there is no influence of makeup condition on preference of consumer ́s innovative product preference. Nor indirect effect of self-expressiveness on the casual chain was supported. Nonetheless, it was found that natural makeup has activated self-expressiveness more than extensive makeup, contrary to initial expectations. Finally, managerial implications, limitations and future research recommendations are presented based on the findings of the study.Nguyen, Truong Van ThaoRUNPetrova, Yana2021-09-172021-09-172024-09-17T00:00:00Z2021-09-17T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/132584TID:202837696enginfo: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:RCAAP2024-03-11T05:11:15Zoai:run.unl.pt:10362/132584Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:47:31.560313Repositório 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 Transformative makeup and innovation: can salesperson´s makeup influence consumers- preferences for innovative products
title Transformative makeup and innovation: can salesperson´s makeup influence consumers- preferences for innovative products
spellingShingle Transformative makeup and innovation: can salesperson´s makeup influence consumers- preferences for innovative products
Petrova, Yana
Innovative products
Physical attractiveness
Self-expressiveness
Makeup
Cosmetics
Beauty work
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Transformative makeup and innovation: can salesperson´s makeup influence consumers- preferences for innovative products
title_full Transformative makeup and innovation: can salesperson´s makeup influence consumers- preferences for innovative products
title_fullStr Transformative makeup and innovation: can salesperson´s makeup influence consumers- preferences for innovative products
title_full_unstemmed Transformative makeup and innovation: can salesperson´s makeup influence consumers- preferences for innovative products
title_sort Transformative makeup and innovation: can salesperson´s makeup influence consumers- preferences for innovative products
author Petrova, Yana
author_facet Petrova, Yana
author_role author
dc.contributor.none.fl_str_mv Nguyen, Truong Van Thao
RUN
dc.contributor.author.fl_str_mv Petrova, Yana
dc.subject.por.fl_str_mv Innovative products
Physical attractiveness
Self-expressiveness
Makeup
Cosmetics
Beauty work
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Innovative products
Physical attractiveness
Self-expressiveness
Makeup
Cosmetics
Beauty work
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description This research aims to understand if the amount of makeup on a sales assistant, namely natural versus extensive, can influence consumer ́s preference for innovative products. It was predicted that the extensive makeup would lead to more prompt preference for innovative product due to activation of self-expressiveness. An experiment was conducted to test this hypothesis. Subsequent data analysis, including A NOVA and ANCOVA have shown that there is no influence of makeup condition on preference of consumer ́s innovative product preference. Nor indirect effect of self-expressiveness on the casual chain was supported. Nonetheless, it was found that natural makeup has activated self-expressiveness more than extensive makeup, contrary to initial expectations. Finally, managerial implications, limitations and future research recommendations are presented based on the findings of the study.
publishDate 2021
dc.date.none.fl_str_mv 2021-09-17
2021-09-17
2021-09-17T00:00:00Z
2024-09-17T00:00:00Z
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/10362/132584
TID:202837696
url http://hdl.handle.net/10362/132584
identifier_str_mv TID:202837696
dc.language.iso.fl_str_mv eng
language eng
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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
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