Impact of culture on the pursuit of beauty: Evidence from five countries

• Main Authors: MADAN, Shilpa, BASU, Shankha, LIM, NG, LIM, Elison Ai Ching
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2018
• Subjects: physical attractiveness; culture; conformity; norms; self-discrepancy; Marketing
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/7242; https://ink.library.smu.edu.sg/context/lkcsb_research/article/8241/viewcontent/Madan_et_al._2018__AAM_.pdf
• Institution: Singapore Management University

Human beings have always coveted beautiful objects, but the desire to look good is reaching new heights worldwide. Although the pursuit of beauty appears universal, industry evidence suggests that it is particularly strong in Asia. This research examines the effect of culture on the pursuit of beaut...