Impact of Beauty Filters on Social Perception and Purchase Intention (78106)

Session Information:

Tuesday, 26 March 2024 15:30
Session: Poster Session 2
Room: Orion Hall (5F)
Presentation Type: Poster Presentation

All presentation times are UTC + 9 (Asia/Tokyo)

The popularity of beauty filters (digital features altering facial attributes and appearance in real-time or during photo editing) is escalating with the global rise in social network use and technological advancements. These filters, by modifying physical appearances, have substantial potential to impact social perception and judgment. To investigate, two pre-registered studies examined beauty filters' impact on social judgments (Study 1) and their efficacy in a commercial context (Study 2). In Study 1, participants rated 60 faces (male or female; with or without beauty filters) for perceived likeability, competence, trust and attractiveness. Results revealed that the application of beauty filters increased judgments of likeability, trust and attractiveness, with no significant impact on perceptions of competence. Study 2 explored beauty filters in a commercial context using Instagram posts featuring an Instagrammer (male or female; with or without beauty filter application) and a product corresponding (congruence condition) or not corresponding (no congruence condition) to his or her assumed area of expertise. Perceived trust and expertise, attitude towards the product and purchase intention were measured. Results showed that expertise congruence and beauty filters positively influenced trust and perceptions of expertise, but had no significant effect on product attitude or purchase intention. Interaction effects revealed the positive impact of the filter on social perception when the product was outside the influencer's expertise. The implications for real life and commerce will be discussed on the basis of these results.

Jean-Baptiste Légal, University Paris Nanterre, France
Enola Gillet, University Paris Nanterre, France
Eleonore Eyidi Mpome, University Paris Nanterre, France
Carla Capuano, University Paris Nanterre, France
Peggy Chekroun, University Paris Nanterre, France

About the Presenter(s)
Dr Jean-Baptiste Légal is a University Professor/Principal Lecturer at University Paris Nanterre in France

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Posted by Clive Staples Lewis

Last updated: 2023-02-23 23:45:00