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Strategically Stunning: The Professional Motivations Behind the Lipstick Effect
Ekaterina Netchaeva1, McKenzie Rees2
1Department of Management and Technology, Bocconi University ekaterina.netchaeva@unibocconi.it.
Psychological Science
|July 1, 2016
Summary
During economic recession, women increase spending on appearance-enhancing products. This "lipstick effect" is driven by a desire for financial security, prioritizing professional image over romantic attractiveness.
Area of Science:
- Social Psychology
- Behavioral Economics
- Consumer Behavior
Background:
- The "lipstick effect" describes increased spending on cosmetic products during economic downturns.
- Previous research linked this phenomenon to women's desire to attract financially stable partners.
- Economic uncertainty may heighten concerns about financial security.
Purpose of the Study:
- To investigate the motivations behind the lipstick effect during economic recession.
- To explore whether women use appearance enhancement for both romantic and professional gains.
- To determine if economic concern influences the prioritization of professional versus romantic appearance strategies.
Main Methods:
- The study examined women's desire for appearance-enhancing items during economic recession.
- It assessed the influence of heightened economic concern on these desires.
- The research compared the focus on professional versus romantic appearance enhancement.
Main Results:
- Economic recession correlates with increased desire for appearance-enhancing products.
- Women with high economic concern show a greater desire to enhance both romantic and professional appearance.
- Women experiencing high economic concern prioritize improving professional appearance over romantic attractiveness.
Conclusions:
- The lipstick effect is driven by women's strategies to achieve financial security during economic recession.
- Women utilize appearance enhancement to attract partners and improve workplace impressions.
- The pursuit of financial resources through employment appears to be a dominant motivation.
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