2024年6月，我院市场学系2020级直博生孟弘宇与导师叶军教授（通讯作者）合作的论文《looking good and doing good: the effect of self-perceived attractiveness on prosocial behavior》在我院国际b类期刊《marketing letters》正式在线发表。
despite people’s universal interest in the pursuit of physical attractiveness, little is known about the behavioral consequences of individuals’ self-perceived physical attractiveness. across four studies, we find that a boost in individuals’ self-perceived attractiveness increases public self-consciousness and thus heightens their motivation for impression management, which in turn increases prosocial behavior. furthermore, we identify the salience of privateness as an important moderator. the effect of self-perceived attractiveness on prosocial behavior is disrupted when the privateness of prosocial behavior is made salient. this research thus provides evidence for the causal link between self-perceived physical attractiveness and prosocial behavior.
孟弘宇
厦门大学管理学院市场学系2020级直博生，研究领域：消费者行为、亲社会行为等。
（孟弘宇供稿）
研究生教学办公室
2024年10月
