Makeup Usage Motivation (Concealment)

What it measures

The scale measures the motivation to use makeup to conceal or hide perceived flaws, one of two related motivational dimensions examined by the original researchers.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• I think _____ uses makeup to cover up her appearance.
• I think _____ uses makeup to hide aspects of her appearance.
• I think _____ uses makeup as a way to conceal parts of her appearance.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Smith, Vandellen, and Ton (2021) appear to have created this scale themselves; it was used consistently across five studies with excellent reliability (α = .96–.97). Validity wasn't separately assessed. With minor rewording, items could be adapted to measure a respondent's own makeup motivations rather than perceptions of others'.

Recommended companion scales

Citation

Smith, R.K., Vandellen, M.R., & Ton, L.A.N. (2021). Makeup Who You Are: Self- Expression Enhances the Perceived Authenticity and Public Promotion of Beauty Work. Journal of Consumer Research, 48(1), 102–122.

Keywords