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Relationships Between Cosmetics Use, Self-Esteem, Body Image, and Self-Perceived Attractiveness

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Relationships Between Cosmetics Use, Self-Esteem, Body Image, and Self-Perceived Attractiveness PUTTING YOUR BEST FACE FORWARD: RELATIONSHIPS BETWEEN COSMETICS USE, SELF-ESTEEM, BODY IMAGE, AND SELF-PERCEIVED ATTRACTIVENESS A Thesis Presented in Partial Fulfillment of Requirements for Degree of Master of Science in the Graduate School of The Ohio State University By Lesley Claire Keil, B.S. ***** The Ohio State University 2006 Master's Examination Committee: Approved by: Dr. Nancy A. Rudd, Adviser Dr. Patricia Cunningham Dr. Sharron Lennon v1ser Graduate Program in College of Human Ecology ABSTRACT The study of cosmetics usage is vital to the field of textiles and clothing. Cosmetics usage, as an alterable aspect of physical attractiveness and individual appearance, has the potential to have considerable impact on an individual’s body image, self-perceived attractiveness, and self-esteem. Much of the past research on the topics of dress, body image, attractiveness, and self-esteem has not specifically focused on the mutable nature of appearance, attractiveness, and the transitory aspects of the self, which can be impacted by cosmetics usage. The purpose of this study was to identify the relationships between the variables of cosmetics usage, self-perceived attractiveness (facial satisfaction), body image, and self-esteem in college-age females based upon the framework of social comparison theory and self-discrepancy theory. The functions of cosmetics as compensatory and/or decorative were also explored. The sample for this research consisted of 272 female college undergraduates, from textiles and clothing classes at a major Midwestern university. This population is appropriate for this research, as women are the primary users of cosmetics. Also, late teens and early twenties are years when women are still developing cosmetic habits and patterns, these habits are still easily influenced. This study found the most frequently used cosmetic products and procedures among this age group include mascara, lip balm, lip gloss, brushing the teeth and moisturizing the face; and that cosmetics can be classified as either compensatory, decorative or both. This research found no relationships between cosmetics usage and global or social self-esteem. Significant relationships were found between cosmetics usage and function and body image (appearance orientation but not appearance evaluation), and between cosmetics function and self-perceived attractiveness (facial satisfaction). In addition, relationships were found between self-perceived attractiveness (facial satisfaction) and self-esteem, and body image and self-esteem (appearance evaluation but not appearance orientation). ACKNOWLEDGMENTS I would like to thank my adviser, Dr. Nancy A. Rudd for her academic, emotional and professional support. Dr. Rudd's encouragement, passion, and knowledge have made this research both possible and rewarding. I also thank the members of my committee, Dr. Sharron Lennon and Dr. Patricia Cunningham for their patience, guidance, and advice. I am indebted to my fellow graduate students, in particular, Hyun Joo Im, Veena Chattaraman, Louise Friend, and Jeanette Keene for their valuable opinions, help, and statistical counseling. Finally, I would like to thank my friends and family for their unfailing support. Without the help, guidance, and encouragement of my parents and my sister this would not have been possible. I am grateful to Jason for his continual interest and emotional support throughout this process, and especially to Jeanette for both her academic and personal support and encouragement without which this valuable experience could never have been as successful. IV VITA June 25, 1982 ...........................................Born - Livonia, Michigan 2002 ...................................................... Marketing Intern, Market Place Mall Champaign, Illinois 2004 ........................................................ B.S. Consumer and Textile Marketing, University of Illinois. 2005 ......................................................Management Intern, Target Stores Evansville, Indiana 2004-present. ..........................................Graduate Teaching Associate, The Ohio State University FIELDS OF STUDY Major Field: Human Ecology y TABLE OF CONTENTS Page Abstract. .............................................................................................. .ii Acknowledgments .................................................................................. .iv Vita ..................................................................................................... v List of tables ......................................................................................... .ix Chapters: 1. Introduction ................................................................................... 1 2. Review of Literature ........................................................................ 7 Functions of Cosmetics and Adornments ................................................ 7 Attractiveness ................................................................................. 8 Personality Traits and Characteristics .................................................... 11 Self-Identity and Self-Concept. .......................................................... 11 Self-Esteem ................................................................................. 12 Body Image and Body Satisfaction ...................................................... 14 Self-Monitoring ............................................................................ .17 Sex-Roles .................................................................................... 18 Locus of Control ........................................................................... 19 Body Consciousness ....................................................................... 19 Body Boundaries ........................................................................... 20 Public Self Consciousness ................................................................ 21 Personality Traits and Impression Formation .......................................... 21 Impression Management. ................................................................. 23 Social Comparison Theory ............................................................... 24 Self-Discrepancy Theory .................................................................. 26 Consumers, Marketing, and Advertising ................................................ 27 Consumer Satisfaction ..................................................................... 29 Social Responsibility ..................................................................... .29 Summary .................................................................................... 30 Research Questions ........................................................................ 33 VI 3. Methodology ................................................................................ 35 Characteristics of the sample ............................................................ .35 Data Collection .............................................................................35 Research Strategy ...........................................................................36 Instruments .................................................................................. 36 Procedure ....................................................................................40 Statistical Analysis .........................................................................42 4. Analysis of Results ........................................................................ 43 General analysis information ............................................................ .43 Sample ....................................................................................... 43 Demographic characteristics of participants ............................................44 Frequency of cosmetic product and procedure usage ................................ .45 Ratings of compensatory usage ......................................................... .46 Ratings of decorative usage ...............................................................47 Facial Satisfaction with usual cosmetic products and procedures .................. .49 Facial Satisfaction without usual cosmetic products and procedures .............. .49 Comparison of facial satisfaction ratings ............................................... 50 Correlations ................................................................................. 50 Frequency of cosmetic product use and procedure performance: Compensatory ratings ..................................................................... 51 Decorative ratings .......................................................................... 53 Self-Esteem ................................................................................. 55 Ratings of compensatory products and procedures: Self-Esteem ................................................................................. 56 Ratings of decorative products and procedures: Self-esteem .................................................................................. 57 Frequency of cosmetic product use and procedure performance: Body Image .................................................................................. 58 Ratings of compensatory products and procedures: Body Image ................................................................................. 60 Ratings of decorative products and procedures: Body Image ................................................................................
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