Modern men, makeup, and authenticity: how makeup affects perceived authenticity of salesmen and purchase intentions - the moderating role of gender stereotypes

Abstract

This research aims to investigate whether makeup on salesmen can influence perceived authenticity and respectively also purchase intention and how the results may differ between endorsers and non-endorsers of gender stereotypes. It was predicted that an endorser would hold negative perceptions towards male makeup, resulting in lower perceived authenticity and purchase intention, while a non-endorser would hold positive ones, resulting in higher perceived authenticity and purchase intention. The results of the experiment showed that the internalization of gender stereotypes does not influence the proposed framework. Nonetheless, contrary to prior research on makeup, it was concluded that makeup has activated perceived authenticity more than no makeup and that higher perceived authenticity positively influences purchase intention.