Beautify the Blurry Self: Low Self‐concept Clarity Increases Appearance Management

The current research examines how and why self-concept clarity (i.e., having self-aspects that are integrated into a well-defined whole) shapes consumers' appearance management behaviors. Five (including four pre-registered) studies and one supplemental study provide correlational and causal evidence for the link between low self-concept clarity and appearance management (e.g., choice of appearance-enhancing products, interest in cosmetic procedures, and beauty filters). Furthermore, we demonstrate that public self-consciousness mediates this effect (Studies 3-4). We also find convergent process-by-moderation evidence that low self-concept clarity increases appearance management only when the appearance management behavior is perceived to be socially acceptable (Study 5). In addition, we rule out global and appearance self-esteem, private self-consciousness, self-improvement, and mood management as potential mechanisms. This research extends the literature on self-concept, impression management, and appearance management and yields implications for beauty marketing, health communication, and consumer well-being.