Despite marketers' efforts to make consumers feel attractive in many sales and advertising contexts, little is known about how consumers' self-perceived physical attractiveness influences their decision-making. The authors examine whether a boost in consumers' self-perceived attractiveness influences subsequent choices in domains unrelated to beauty. Across six studies, the authors find converging evidence that a boost in consumers' self-perceived attractiveness enhances their general self-confidence and reduces preference uncertainty, resulting in less reliance on the choice context and thus fewer choices of compromise, all-average, and default options. Our findings further show that consumers use self-confidence as metacognitive information for inferring preference uncertainty in subsequent decisions. This process is a misattribution that can be attenuated when consumers attribute their self-confidence to the self-perceived attractiveness. The article concludes with a discussion of theoretical and managerial implications.

尽管营销人员在许多销售和广告环境中努力让消费者感到有吸引力，但人们对消费者自我感知的身体吸引力如何影响他们的决策知之甚少。作者研究了消费者自我感知吸引力的提升是否会影响与美容无关的领域的后续选择。在六项研究中，作者发现一致的证据表明，消费者自我感知吸引力的提升增强了他们的总体自信并降低了偏好的不确定性，从而减少了对选择背景的依赖，从而减少了妥协、全平均和默认选项。我们的研究结果进一步表明，消费者使用自信作为元认知信息来推断后续决策中的偏好不确定性。这个过程是一种错误归因，当消费者将他们的自信归因于自我感知的吸引力时，可以减弱这种归因。文章最后讨论了理论和管理意义。