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Transformative makeup and innovation: can salesperson´s makeup influence consumers- preferences for innovative products
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This research aims to understand if the amount of makeup on a sales assistant, namely natural versus extensive, can influence consumer ́s preference for innovative products. It was predicted that the extensive makeup would lead to more prompt preference for innovative product due to activation of self-expressiveness. An experiment was conducted to test this hypothesis. Subsequent data analysis, including A NOVA and ANCOVA have shown that there is no influence of makeup condition on preference of consumer ́s innovative product preference. Nor indirect effect of self-expressiveness on the casual chain was supported. Nonetheless, it was found that natural makeup has activated self-expressiveness more than extensive makeup, contrary to initial expectations. Finally, managerial implications, limitations and future research recommendations are presented based on the findings of the study.
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Innovative products Physical attractiveness Self-expressiveness Makeup Cosmetics Beauty work