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Looking good and doing good: the effect of self-perceived attractiveness on prosocial behavior

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Listed:
  • Hongyu Meng

    (Xiamen University)

  • Jun Ye

    (Xiamen University)

Abstract

Despite people’s universal interest in the pursuit of physical attractiveness, little is known about the behavioral consequences of individuals’ self-perceived physical attractiveness. Across four studies, we find that a boost in individuals’ self-perceived attractiveness increases public self-consciousness and thus heightens their motivation for impression management, which in turn increases prosocial behavior. Furthermore, we identify the salience of privateness as an important moderator. The effect of self-perceived attractiveness on prosocial behavior is disrupted when the privateness of prosocial behavior is made salient. This research thus provides evidence for the causal link between self-perceived physical attractiveness and prosocial behavior.

Suggested Citation

  • Hongyu Meng & Jun Ye, 2025. "Looking good and doing good: the effect of self-perceived attractiveness on prosocial behavior," Marketing Letters, Springer, vol. 36(1), pages 137-151, March.
    • Handle: RePEc:kap:mktlet:v:36:y:2025:i:1:d:10.1007_s11002-024-09735-5
    DOI: 10.1007/s11002-024-09735-5
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    References listed on IDEAS

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