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Revista de Administração (São Paulo)

versão impressa ISSN 0080-2107versão On-line ISSN 1984-6142

Resumo

STREHLAU, Vivian Iara; CLARO, Danny Pimentel  e  LABAN NETO, Silvio Abrahão. Does vanity boosts the consumption of cosmetics and aesthetic surgical procedures in women? An exploratory investigation. Rev. Adm. (São Paulo) [online]. 2015, vol.50, n.1, pp.73-88. ISSN 0080-2107.  http://dx.doi.org/10.5700/rausp1185.

This paper aims to understand female vanity and to investigate whether there is any impact of vanity with self-esteem and involvement with beauty and if it reflects in the consumption of aesthetic procedures. A set of 9 hypotheses is developed. The paper includes a discussion about beauty and its relevance for the contemporary society. A survey was conducted with 210 women that responded to a questionnaire containing two scales, vanity and beauty involvement, as well as questions about type and frequency of various aesthetic procedures. Discriminant validity of constructs was tested with a confirmatory factor analysis and analysis of the hypotheses used a structural equation modeling. The results highlight significant impact of vanity on aesthetic procedures. The higher the vanity, the greater the degree of body self-esteem, but there is a negative impact on self-esteem and surgical procedures.

Palavras-chave : vanity; beauty; women; plastic surgery; consumer behavior.

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