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Transformative makeup and innovation: can salesperson´s makeup influence consumers- preferences for innovative products

2021-09-17Dissertação de mestrado Acesso aberto
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datacite.subject.fosCiências Sociais::Economia e Gestãopt_PT
dc.contributor.advisorNguyen, Truong Van Thao
dc.contributor.authorPetrova, Yana
dc.date.accessioned2022-02-09T14:46:05Z
dc.date.available2024-09-17T00:30:45Z
dc.date.issued2021-09-17
dc.date.submitted2021-09-17
dc.description.abstractThis 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.pt_PT
dc.identifier.tid202837696pt_PT
dc.identifier.urihttp://hdl.handle.net/10362/132584
dc.language.isoengpt_PT
dc.relationNova School of Business and Economics
dc.subjectInnovative productspt_PT
dc.subjectPhysical attractivenesspt_PT
dc.subjectSelf-expressivenesspt_PT
dc.subjectMakeuppt_PT
dc.subjectCosmeticspt_PT
dc.subjectBeauty workpt_PT
dc.titleTransformative makeup and innovation: can salesperson´s makeup influence consumers- preferences for innovative productspt_PT
dc.typemaster thesis
dspace.entity.typePublication
oaire.awardNumberUID/ECO/00124/2013
oaire.awardTitleNova School of Business and Economics
oaire.awardURIinfo:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UID%2FECO%2F00124%2F2013/PT
oaire.fundingStream6817 - DCRRNI ID
project.funder.identifierhttp://doi.org/10.13039/501100001871
project.funder.nameFundação para a Ciência e a Tecnologia
rcaap.rightsopenAccesspt_PT
rcaap.typemasterThesispt_PT
relation.isProjectOfPublication644a3f4f-817b-4d0d-aba6-f98cdca28bc7
relation.isProjectOfPublication.latestForDiscovery644a3f4f-817b-4d0d-aba6-f98cdca28bc7
thesis.degree.nameA Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economicspt_PT

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NSBE - MA Dissertations