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Physical appearance improvements increase prosocial behavior

Author

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  • Kononov, Natalia
  • Ein-Gar, Danit
  • Puntoni, Stefano

Abstract

Consumers are increasingly focusing on enhancing their beauty, a global trend significantly driven by the pervasive influence of social media. The substantial investments of both money and time into personal appearance improvement raises questions about the broader societal effects of such behavior. This study explores whether improvements in individuals’ beautifying physical appearance can influence their behavior in areas unrelated to beauty, particularly in regard to prosocial consumer behavior. Across seven studies, including a field experiment, we find that engaging in physical appearance improvement, either actual or digital, increases public self-awareness among consumers. This heightened awareness leads to more frequent prosocial actions, such as charitable donations and ethical purchasing decisions. Furthermore, our research suggests that this inclination towards prosocial behavior becomes more pronounced with improvements in appearance that are noticeable to others. Recognizing physical improvement as a catalyst for prosociality holds significant implications for nonprofit organizations, offering opportunities to craft more effective appeals and optimize advertising strategies to foster prosocial behavior.

Suggested Citation

  • Kononov, Natalia & Ein-Gar, Danit & Puntoni, Stefano, 2025. "Physical appearance improvements increase prosocial behavior," International Journal of Research in Marketing, Elsevier, vol. 42(2), pages 316-334.
    • Handle: RePEc:eee:ijrema:v:42:y:2025:i:2:p:316-334
    DOI: 10.1016/j.ijresmar.2024.09.001
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