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Modern men, makeup, and authenticity: how makeup affects perceived authenticity of salesmen and purchase intentions - the moderating role of gender stereotypes
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Resumo(s)
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.
Descrição
Palavras-chave
Marketing Consumer behavior Makeup Beauty work Sales Gender stereotypes Perceived authenticity