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

Hongyu Meng () and Jun Ye ()
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Hongyu Meng: Xiamen University
Jun Ye: Xiamen University

Marketing Letters, 2025, vol. 36, issue 1, No 9, 137-151

Abstract: 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.

Keywords: Self-perceived attractiveness; Prosocial behavior; Public self-consciousness; Impression management (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s11002-024-09735-5

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