Impact of Culture on the Pursuit of Beauty: Evidence from Five Countries

Abstract

Human beings have always coveted beautiful objects, but the desire to look good is touching new heights worldwide. Although the pursuit of beauty appears to be 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 compared to Westerners (less interdependent). This 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 to minimize this discrepancy. Lastly, Study 3 shows that the impact of interdependence on usage of appearance-enhancing tools is moderated by strength of norms. When norms...