A recent study published in the International Journal of Research in Marketing has found that improving one’s appearance—whether through physical changes or digital filters—may lead to more prosocial behavior, such as charitable donations or ethical purchasing. Across seven studies, researchers discovered that these beautifying efforts heightened public self-awareness, prompting individuals to align their actions with socially desirable norms.
The motivation behind this study stemmed from the researchers’ interest in understanding the broader societal implications of a behavior as pervasive and personal as appearance improvement. In modern consumer culture, individuals frequently engage in activities to enhance their physical appearance, whether by using beauty products, undergoing cosmetic treatments, or employing digital filters. These actions are often driven by the desire to feel more attractive, boost self-esteem, and gain social approval.
However, while prior research has extensively examined how appearance influences self-perception and social interactions, little was known about whether such improvements might extend beyond personal benefits to influence behaviors unrelated to beauty, such as prosocial actions.
“Trying to improve one’s appearance is incredibly prevalent, yet it’s often viewed negatively, associated with vanity or superficiality. We were curious whether this common behavior might have more positive implications than typically assumed. Specifically, we wanted to explore whether appearance improvement could extend beyond personal benefits and influence behaviors that positively impact others,” explained study author Natalia Kononov, a Fulbright postdoctoral fellow at the Wharton School at the University of Pennsylvania.
The researchers conducted a series of seven studies, involving a total of 2,895 participants, to explore whether improvements in physical appearance could influence prosocial behaviors, such as donating to charity or choosing ethical products. These studies included a mix of laboratory experiments, online surveys, and a real-world field experiment.
In these studies, participants engaged in activities that either enhanced their appearance or involved unrelated actions. The researchers measured prosocial behaviors using various indicators, such as willingness to donate, actual monetary contributions, and preferences for socially responsible brands. They also assessed participants’ public self-awareness—the degree to which they felt their actions and appearance were visible to others—as a potential mechanism driving these behaviors.
In some experiments, participants were asked to recall moments when they had improved their appearance, such as styling their hair or wearing makeup. They were then presented with hypothetical scenarios, like deciding whether to donate to a UNICEF campaign or share a charitable link on social media. Compared to participants who recalled unrelated pleasant activities, those who reflected on appearance improvements consistently showed greater willingness to engage in prosocial behaviors.
Further analysis indicated that this effect was not simply due to an improved mood; instead, public self-awareness emerged as a key driver. Participants felt more conscious of how others might perceive them after beautifying actions.
“It was very interesting to find yet another reinforcement of how these effects apply to men as well,” Kononov noted. “While men might approach appearance improvement differently than women, they too care about how they look and are influenced by these behaviors in similar ways, which challenges the common assumption that men are less concerned about their appearance.”
Other experiments involved digital manipulations, where participants took selfies and applied either flattering or neutral Instagram filters. Those who used beautifying filters not only reported feeling more attractive but also demonstrated higher levels of generosity in lab-based donation tasks. Interestingly, when participants applied unflattering filters or enhanced non-human objects, such as plants, these effects disappeared.
This finding underscored the importance of feeling personally beautified for triggering prosocial behavior. Additionally, the researchers found that the visibility of these improvements mattered; participants were more likely to act prosocially when their appearance changes were public or noticeable rather than private.
The field study extended these findings to a real-world context. Participants completed an online quiz designed to either boost their perception of their appearance or focus on unrelated topics, such as architectural preferences. After completing the quiz, participants were shown a banner for a donation campaign. Those who took the appearance-focused quiz were more likely to click on the donation banner, further supporting the idea that beautifying experiences can increase charitable actions. Although this effect was modest, it demonstrated the practical relevance of the study’s findings, particularly in digital and social media environments.
“The study shows that improving your appearance does more than just make you feel confident—it increases your awareness of how others see you,” Kononov told PsyPost. “This heightened awareness can lead to more prosocial actions, like donating to charity or choosing ethical brands. Interestingly, a behavior we often engage in because we care about how others perceive us ends up reinforcing this cycle, as the act of improving appearance makes us even more mindful of the impression we’re making.”
The study offers compelling evidence for the link between appearance improvement and prosocial behavior, though it is not without caveats. “One important limitation is that our research primarily focused on temporary appearance improvements, like applying makeup or using digital filters,” Kononov said. “It remains unclear how more permanent or drastic changes, such as cosmetic surgery, might influence prosocial behavior. These longer-lasting changes could potentially have different psychological effects, as individuals may adjust to their new appearance over time, possibly diminishing the initial impact on public self-awareness and prosociality.”
Nevertheless, the findings highlight an unexpected silver lining to society’s focus on appearance.
“Our findings are especially relevant in today’s world, where filters and selfies are a significant part of social media culture,” Kononov said. “We find that both physical and digital appearance changes can shape how we see ourselves and influence our behavior toward others. This has practical implications for nonprofits and marketers, who can use these insights to design campaigns that inspire positive actions, such as donating to charity or supporting ethical causes.”
The study, “Physical appearance improvements increase prosocial behavior,” was authored by Natalia Kononov, Danit Ein-Gar, and Stefano Puntoni.
