Makeup Usage Motivation (Concealment)

What it measures

Three items test whether makeup use is perceived as covering up or hiding something about one's appearance.

Response Format

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

Representative 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.

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