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The Role of Implicit Theory of Beauty and Appearance Orientation on Consumers’ Perceptions of Multi-Purpose Products

전유정|최주혜|전정룡
한국지식경영학회 (The Knowledge Management Society of Korea)|2024.03|지식경영연구 (Knowledge Management Research)|제25권 제1호|pp. 111-134|DOI 10.15813/kmr.2024.25.1.006

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키워드

Product knowledge제품 지식암묵적 이론Appearance orientation브랜드 인식Implicit theoryBrand perception외모 지향성
주제분류경영학

초록

Cosmetics brands are increasingly offering “multi-purpose” products that serve multiple functions at once, such as an eye cream that could also be used as a lip moisturizer. Yet, there is little research on consumers’ perceptions of multi-purpose products and the brands that offer these products. This research examines the impact of consumers’ own theory of beauty. We find that endorsing a strong incremental (vs. entity) theory of beauty (i.e., believing that one’s beauty is changeable through one’s effort rather than innate and unchangeable) reduces consumers’ preferences for multi-purpose products, particularly among those who are highly appearance oriented. These consumers’ reduced evaluation of multi-purpose products also spills over to their overall brand evaluation. The findings suggest that brand managers should consider consumers’ implicit theory of beauty and product preferences when managing product knowledge.

Abstract

Cosmetics brands are increasingly offering “multi-purpose” products that serve multiple functions at once, such as an eye cream that could also be used as a lip moisturizer. Yet, there is little research on consumers’ perceptions of multi-purpose products and the brands that offer these products. This research examines the impact of consumers’ own theory of beauty. We find that endorsing a strong incremental (vs. entity) theory of beauty (i.e., believing that one’s beauty is changeable through one’s effort rather than innate and unchangeable) reduces consumers’ preferences for multi-purpose products, particularly among those who are highly appearance oriented. These consumers’ reduced evaluation of multi-purpose products also spills over to their overall brand evaluation. The findings suggest that brand managers should consider consumers’ implicit theory of beauty and product preferences when managing product knowledge.

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