Fiche du document
2015
- handle: 10670/1.j05bvo
- dumas-01355226
info:eu-repo/semantics/OpenAccess
Mots-clés
Lipstick effect Self-enhancement Economic crisisSujets proches
LipsticksCiter ce document
Maria Isabel Motta de Nadai, « The lipstick effect and the self-enhancement motives », Dépôt Universitaire de Mémoires Après Soutenance, ID : 10670/1.j05bvo
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Résumé
The lipstick effect is defined as women spending relatively more on beauty and cosmetic products during economic recessions. The aim of this research is to understand the underlying motives leading women to shift their consumer priorities during economic downturns and to assess which reasons lead to this quest for self-enhancement. Our findings suggest that the two main factors driving the lipstick effect are: (i) women searching to feel happier with their overall personal life, regardless of romantic relationships (i.e. overall level of happiness, sociability and self-esteem); and (ii) women searching to feel more confident in their professional lives. Contrary to previous research we find that romantic relationships are only a driver for the lipstick effect when overall personal life and professional life are not considered.