Physical appearance improvements increase prosocial behavior

Natalia Kononov, Danit Ein-Gar and Stefano Puntoni

International Journal of Research in Marketing, 2025, vol. 42, issue 2, 316-334

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.

Keywords: Physical appearance; Prosocial behavior; Public self-awareness; Charitable giving; Beauty; Cause-related marketing; Self-perception (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0167811624000831
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:42:y:2025:i:2:p:316-334

DOI: 10.1016/j.ijresmar.2024.09.001

Access Statistics for this article

International Journal of Research in Marketing is currently edited by Roland Rust

More articles in International Journal of Research in Marketing from Elsevier
Bibliographic data for series maintained by Catherine Liu ().