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Is Men's Skincare an Emerging Social Norm? Evidence from Norm-Elicitation Vignettes

Author

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  • Boglárka Rónay

    (Corvinus University of Budapest)

  • Balázs Lajos Pelsöci

    (Institute of Entrepreneurship and Innovation, Corvinus University of Budapest)

  • Máté Bence Bollók

    (Institute of Marketing and Communication Sciences, Corvinus University of Budapest)

Abstract

Our study examines whether men's use of skin-care cosmetics constitutes a social norm in Bicchieri's (2006, 2016) sense, via empirical and normative expectations and sanctions. Because norms constrain feasible action sets, norm diagnostics precede modelling of downstream determinants (Ajzen 1991). A bilingual Qualtrics survey (March 2025) produced an international sample with a substantial Hungarian component (n = 217), using third-person vignettes and 4-point likelihood scales to reduce self-presentation bias. Empirical and normative expectations cluster near the norm-consistent benchmark (≈ 3/4) and correlate moderately to significantly, consistent with an emerging norm. Sanctioning could not be assessed credibly because sanction items show low internal reliability (α

Suggested Citation

  • Boglárka Rónay & Balázs Lajos Pelsöci & Máté Bence Bollók, 2025. "Is Men's Skincare an Emerging Social Norm? Evidence from Norm-Elicitation Vignettes," Journal of Behavioral Economics for Policy, Society for the Advancement of Behavioral Economics (SABE), vol. 9(2), pages 57-68, December.
    • Handle: RePEc:beh:jbepv1:v:9:y:2025:i:2:p:57-68
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