Saber Soleymani - Academia.edu (original) (raw)
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Papers by Saber Soleymani
Journal of the Academy of Marketing Science, 2021
Consumers seek naturalness across many domains, including physical appearance. It seems that the ... more Consumers seek naturalness across many domains, including physical appearance. It seems that the desire for natural beauty would discourage artificial appearance-enhancement consumption, such as cosmetic use. However, across an analysis of the "nomakeup movement" on Twitter and Nielsen cosmetic sales (Study 1a), an image analysis of #nomakeup selfies using machine learning approaches (Study 1b), and three experiments (Studies 2-4), we find that calls to look natural can be associated with increased artificial beauty practices. Drawing from attribution theory, we theorize that calls to look natural maintain the value of attractiveness while adding the consumer concern that others will discount their attractiveness if overt effort is present. Thus, rather than investing less effort, consumers may engage in a self-presentational strategy wherein they construct an appearance of naturalness to signal low effort to others, thereby augmenting their attractiveness. This work contributes to attribution and selfpresentation theory and offers practical implications for naturalness consumption.
Journal of the Academy of Marketing Science, 2021
Consumers seek naturalness across many domains, including physical appearance. It seems that the ... more Consumers seek naturalness across many domains, including physical appearance. It seems that the desire for natural beauty would discourage artificial appearance-enhancement consumption, such as cosmetic use. However, across an analysis of the "nomakeup movement" on Twitter and Nielsen cosmetic sales (Study 1a), an image analysis of #nomakeup selfies using machine learning approaches (Study 1b), and three experiments (Studies 2-4), we find that calls to look natural can be associated with increased artificial beauty practices. Drawing from attribution theory, we theorize that calls to look natural maintain the value of attractiveness while adding the consumer concern that others will discount their attractiveness if overt effort is present. Thus, rather than investing less effort, consumers may engage in a self-presentational strategy wherein they construct an appearance of naturalness to signal low effort to others, thereby augmenting their attractiveness. This work contributes to attribution and selfpresentation theory and offers practical implications for naturalness consumption.