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
麻花星空mv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
