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

Boglárka Rónay, Balázs Lajos Pelsöci () and Máté Bence Bollók
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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

Journal of Behavioral Economics for Policy, 2025, vol. 9, issue 2, 57-68

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

Keywords: cosmetics consumption; social norms; male consumers (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:beh:jbepv1:v:9:y:2025:i:2:p:57-68

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