The globalisation of beauty - aspiration or threat? A comparison of the effect of Western beauty types on Asian and Western females attitudes and purchase intentions
Date
2011
Authors
Murray, D.W.
Price, B.E.
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Journal article
Citation
International Journal of Business Research, 2011; 11(2):146-155
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Abstract
This paper compared the effect of attractive Western female endorsers in advertisements on younger Asian and Western females. Surveying 928 female undergraduate students from Hong Kong (N=248) and Australia (N=680), we investigated whether upward social comparative effects were more or less pronounced in Asian females due to globalisation of the Western beauty ideal. Results suggested that negative social comparison effects were reduced in the Asian female sample, and that more positive consumer responses from this sample may reflect the aspirational consumer desire to conform to a Westernised standard of beauty.