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Based on their size, disposable income, and purchasing power, generation Y (Gen Y) consumers are viewed as the Holy Grail for marketers. Conversely, some of this group's behavior disturbs public policy officials, particularly when dealing with issues such as poor financial planning, bulimia and anorexia nervosa. The key question for both marketers and policy makers is what is the best way to understand the Gen Y segment? The vanity concept is used in this study as a way to understand the Gen Y consumer segment. The purpose of this paper is to examine vanity perceptions (cross‐nationally and by gender) as well as social and business implications with vanity.

Key research expectations are proposed that are related to cross‐cultural and gender differences on vanity perceptions. A sample of approximately 125 Gen Y consumers in two eastern and two western cultures was used to find support for the research expectations. Statistical results are reported.

The results clearly show that both gender and country have an impact on vanity perceptions. Concern for both physical appearance and professional achievement are higher in eastern cultures as compared to western cultures. Both males and females are highly concerned about physical appearance and professional achievements. However, self‐assessment of physical appearance and professional achievement are significantly lower among females as compared to males.

In future studies it would be interesting to study differences among other countries and consumer groups.

The results of this study provide evidence to marketers that vanity appeals can resonate well with Gen Y especially those in China and India. For consumer protection advocates, results offer insights about the extent to which importance of vanity is likely to increase, especially in countries that embrace globalization.

So far, no study has applied the vanity scale to understand the Gen Y segment, despite the financial power of this group in purchasing both desirable and undesirable products; nor has any study examined whether vanity perceptions vary cross‐nationally, especially between economically developed western cultures and developing economies with large populations representing eastern cultures.

The article aims to provide a discussion of societal norms concerning “attractiveness,” the existence of appearance discrimination in employment, the presence of “preferring the pretty”, and then the authors examine important civil rights laws that relate to such forms of discrimination. Finally, the authors apply ethical theories to determine whether such discrimination can be seen as moral or immoral.

It is a legal paper which covers all the laws related to discrimination based on look. Court cases and Americans laws related to this concept are reviewed and critically discussed.

The paper finds that appearance‐based discrimination is not illegal in the USA so long as it does not violate civil rights laws.

This research is limited to Federal and State laws in the USA and may not be relevant in other countries as the local laws might vary.

Managers and employees can protect themselves in the workplace from illegal discriminatory practices.

Employees know their rights and enhance their understanding of laws related to appearance, attractiveness, and why companies look to hire those who are considered “handsome”, “pretty” and “beautiful”.

This is an original and comprehensive paper by the authors.

The purpose of this study is to explore the relationship between self-consciousness and physical attractiveness from a psychological perspective, examining the relationship of physical attractiveness with the three dimensions of self-consciousness.

The research involved investigating the relationship between self-consciousness and physical attractiveness, focusing on how the three self-consciousness dimensions (i.e., private self-consciousness, public self-consciousness and social anxiety) affected physical attractiveness. Clustering techniques using self-organizing maps of data mining and decision trees were used in this study. The primal concept of clustering entails grouping unsorted and disorganized raw data and arranging data with similar properties into clusters. Classification primarily involves establishing classification models according to the category attributes of existing data. These models can be used to predict the classes of new data and determine interdata relationships and data characteristics.

Public self-consciousness was most strongly related to physical attractiveness, whereas the other two dimensions exhibited no obvious relationship to physical attractiveness. It may be concluded that people with higher physical attractiveness draw attention from others more easily and are more likely to be evaluated positively, and that they thus tend to be more confident in front of others and less likely to care about the opinions of others. Alternatively, perhaps people with lower public self-consciousness care less about how others view them and have the courage to express themselves, which signifies confidence and increases their physical attractiveness.

This research investigated the importance of self-consciousness that may apply to recruitment in practice. People with low public self-consciousness may have high confidence and efficiency. People have low social anxiety may not be nervous or anxious in public and easy to speak to strangers. This kind of employees are appropriate for the jobs involving team work and interaction such as public relations. Hence, companies can apply our findings to search appropriate employees except the first impression of appearance.

The results revealed that high physical attractiveness is related to low public self-consciousness, whereas low physical attractiveness is related to high public self-consciousness. Good-looking people tend to attract attention from others. The relationship between private self-consciousness and physical attractiveness is non-significant. The relationship between social anxiety and physical attractiveness is non-significant.

Current measures of service quality for retail stores are scarce. A validated Retail Service Quality Scale is used to study the service quality delivery of a department store chain and its impact on consumption behaviour. It results in six dimensions; they are namely: personal interaction; policy; physical appearance; promises; problem solving; and convenience. The findings show that the impact of physical appearance and the policy are salient on the overall perceived service quality and the future shopping behaviour respectively. Among the six service dimensions, the physical appearance and policy have the greatest impact on the overall service quality and on future consumption respectively. The implications for practitioners and researchers are discussed.

The purpose of this paper is to investigate the cultural differences in female consumers’ motivation to purchase appearance-enhancing products, particularly anti-aging creams.

This study uses a qualitative research design to collect the data. Focus group discussions were used. The participants were selected from Thai and Australian females, 25-45 years old in Melbourne representing the most frequent users of anti-aging products.

The results indicated variations among participants in their motivation to seek a better appearance. The motivation ranged from a combination of striving to achieve an ideal self and a high level of social acceptability through maintaining youthful appearance and improving on the perceived declining youthful appearance. Using anti-aging products turned out to be a means for taking care of oneself, achieving better social acceptability and improving self-image. These key motivations are inspired by the individual’s social condition and from the reactions they receive from others. These motivations are shared by all participants, but within different cultural perspectives.

The main limitation is in relation to the true expression of attitudes by respondents, particularly in regard to the discussion of privately held beliefs about self-image, social acceptability and personal appearance. Additionally, the variations between cultural perceptions are only indicative of real differences between collectivist and individualistic cultures.

Managers can adopt a cultural framework for understanding their consumers’ motivations to enhance their appearance, formulate more accurately their marketing strategy and activate and satisfy their consumers’ demand and better inform their new product developments.

The analysis explains and compares the differences and similarities in female consumers’ motivations for anti-aging product consumption of two fundamentally different cultural value systems.

This study set out to explore employees' experience and understandings of gender and age in higher education to identify if women in higher education experienced the double jeopardy of gendered ageism. Further the role of physical attractiveness and appearance in higher education is explored.

Rich data were afforded by the qualitative method of in‐depth interviewing of 48 employees in a matched by gender, age grouping and academic status design. The recorded transcripts were subject to content and interpretative phenomenological analyses.

This study supports previous findings in different workplace settings that women, both academics and non‐academics, experience the double jeopardy of being discriminated against on the grounds of their age and gender in a way that men do not experience. Emergent themes are women: question they experience age discrimination as any perceived discrimination may be gender related and not only age‐related (uncertainty); are socialised to tolerate acceptable levels (tolerance); grow to love the perpetrators (identify with the status quo). Physical attractiveness and appearance are seen as relevant to the workplace in higher education. Non‐academics see academics as being career driven by their lack of attractiveness and or poor appearance. Male academics perceive women academics as unattractive and dressing down in appearance. Young female academics play down their “looks”, i.e. attractiveness and appearance so the effect is minimal (minimisation) as they perceive these be a disadvantage in their careers. Male academics do not report such considerations. “Lookism” thus presents a further prejudice that female academics experience beyond gendered ageism.

One experienced interviewer was used to enhance consistency of interviewing but there may be concerns about possible interviewer effects and the generalisability of the findings within higher education.

Having identified and elucidated “lookism” as a concern for female academics, its extent and sequalae in higher education may be addressed.

This is the first study to show female academics experience the triple jeopardy of gendered ageism and how they look i.e.“lookism”.

This paper presents a two‐dimensional model of service process that is linked to customer encounter satisfaction and is modified by a customer’s perceptual filters, including brand image and customer mood. The first dimension is comprised of fixed (structural) descriptors, while the second dimension consists of variable (situational) descriptors. The proposed model delineates eight descriptors in each dimension. Their origin in the services marketing literature is explained. The model suggests that service process and a customer’s perceptual filters both have a direct influence on encounter satisfaction. The utility and limitations of the proposed model are discussed.

The purpose of this paper is to measure attitudes towards cosmetic surgery services among women and to determine the potential segments of women according to their attitudes towards cosmetic surgery services and discover the main differences among them.

The research was implemented on a sample of 258 women in Slovenia. A quota sample was chosen for this research following the age characteristics of the Slovenian female population. The data collection method used was personal interviews. Convergent validity for the attitudes towards cosmetic surgery services was assessed with exploratory factor analysis. The segmentation analysis procedure was implemented in two phases. First, hierarchical clustering with Ward’s method was deployed, and in the second step K-means cluster analysis was used.

The results show that four clusters were clearly distinctive according to three dimensions, namely, intrapersonal, social and consider component. In further analysis, four segments of women were analysed regarding the fear of ageing, the importance of appearance, body image and self-esteem. Results show that all four segments are unique and distinguish one from another.

Through segmentation analysis, authors of this study indicate two segments (target groups) that are possibly interesting for providers of cosmetic services. Marketing communication activities should mainly be focussed on the woman’s appearance.

Based on a theoretical hypothesis and use a quantitative method, the aim of this paper is to provide a deeper analysis and understanding of attitudes and views of different woman profile regarding cosmetic surgeries. It presents a more structured view on differences that exist among segments of female consumers while also adding new insights into the factors that influence attitudes towards cosmetic procedures.

Although the verbal components of service encounters have been investigated, the nonverbal aspects of employee‐customer interactions have remained virtually unexplored in the marketing literature. Thus, the purpose of this paper is to explore the importance of service employees’ nonverbal communication during service interactions. Specifically, a conceptual model is presented that links nonverbal communication (kinesics, paralanguage, proxemics, and physical appearance), customer affect, and consumers’ evaluations of service providers (with respect to credibility, friendliness, competence, empathy, courtesy, and trustworthiness). Further, the importance of nonverbal elements is discussed and managerial implications are given.