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The cost of looking natural: Why the no-makeup movement may fail to discourage cosmetic use

Author

Listed:
  • Rosanna K. Smith

    (University of Georgia)

  • Elham Yazdani

    (University of Georgia)

  • Pengyuan Wang

    (University of Georgia)

  • Saber Soleymani

    (University of Georgia)

  • Lan Anh N. Ton

    (University of Georgia)

Abstract

Consumers seek naturalness across many domains, including physical appearance. It seems that the desire for natural beauty would discourage artificial appearance-enhancement consumption, such as cosmetic use. However, across an analysis of the “no-makeup movement” on Twitter and Nielsen cosmetic sales (Study 1a), an image analysis of #nomakeup selfies using machine learning approaches (Study 1b), and three experiments (Studies 2–4), we find that calls to look natural can be associated with increased artificial beauty practices. Drawing from attribution theory, we theorize that calls to look natural maintain the value of attractiveness while adding the consumer concern that others will discount their attractiveness if overt effort is present. Thus, rather than investing less effort, consumers may engage in a self-presentational strategy wherein they construct an appearance of naturalness to signal low effort to others, thereby augmenting their attractiveness. This work contributes to attribution and self-presentation theory and offers practical implications for naturalness consumption.

Suggested Citation

  • Rosanna K. Smith & Elham Yazdani & Pengyuan Wang & Saber Soleymani & Lan Anh N. Ton, 2022. "The cost of looking natural: Why the no-makeup movement may fail to discourage cosmetic use," Journal of the Academy of Marketing Science, Springer, vol. 50(2), pages 324-337, March.
    • Handle: RePEc:spr:joamsc:v:50:y:2022:i:2:d:10.1007_s11747-021-00801-2
    DOI: 10.1007/s11747-021-00801-2
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    References listed on IDEAS

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    1. Christopher Berry & Scot Burton & Elizabeth Howlett, 2017. "It’s only natural: the mediating impact of consumers’ attribute inferences on the relationships between product claims, perceived product healthfulness, and purchase intentions," Journal of the Academy of Marketing Science, Springer, vol. 45(5), pages 698-719, September.
    2. Folkes, Valerie S, 1988. "Recent Attribution Research in Consumer Behavior: A Review and New Directions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(4), pages 548-565, March.
    3. Adriana Samper & Linyun W Yang & Michelle E Daniels & Eileen FischerEditor & Leonard LeeAssociate Editor, 2018. "Beauty, Effort, and Misrepresentation: How Beauty Work Affects Judgments of Moral Character and Consumer Preferences," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 45(1), pages 126-147.
    4. Jonah Berger & Morgan Ward, 2010. "Subtle Signals of Inconspicuous Consumption," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(4), pages 555-569, December.
    5. Gil Appel & Lauren Grewal & Rhonda Hadi & Andrew T. Stephen, 2020. "The future of social media in marketing," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 79-95, January.
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