Abstract
Despite marketers’ efforts to make consumers feel attractive in many sales and advertising contexts, little is known about how consumers’ self-perceived physical attractiveness influences their decision making. The authors examine whether a boost in consumers’ self-perceived attractiveness influences subsequent choices in domains unrelated to beauty. Across six studies, the authors find converging evidence that a boost in consumers’ self-perceived attractiveness enhances their general self-confidence and reduces preference uncertainty, resulting in less reliance on the choice context and thus fewer choices of compromise, all-average, and default options. The findings further show that consumers use self-confidence as metacognitive information for inferring preference uncertainty in subsequent decisions. This process is a misattribution that can be attenuated when consumers attribute their self-confidence to the self-perceived attractiveness. The article concludes with a discussion of theoretical and managerial implications.
Funder
UNSW Business School BizLab grants
Yale School of Management
Whitebox Advsior Funds
UNSW Business School
National Natural Science Foundation of China research grant
Subject
Marketing,Economics and Econometrics,Business and International Management
Cited by
6 articles.
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