Women engage in a variety of beauty practices, or “beauty work,” to enhance their physical appearance, such as applying cosmetics, tanning, or exercising. Although the rewards of physical attractiveness are well documented, perceptions of both the women who engage in efforts to enhance their appearance and the high-effort beauty products marketed to them are not well understood. Across seven studies, we demonstrate that consumers judge women who engage in certain types of extensive beauty work as possessing poorer moral character. These judgments occur only for effortful beauty work perceived as transformative (significantly altering appearance) and transient (lasting a relatively short time), such that they emerge within cosmetics and tanning, yet not skincare or exercise. This effect is mediated by the perception that putting high effort into one’s appearance signals a willingness to misrepresent one’s true self, and translates into lower purchase intentions for higher-effort cosmetics. We identify several boundary conditions, including the attractiveness of the woman performing the beauty work and whether the effort is attributed to external norms or causes. In examining how beauty work elicits moral judgments, we also shed light on why effortful cosmetic use is viewed negatively, yet effortful products continue to be commercially successful.

The didanosine Expanded Access Program was the largest AIDS treatment program to prospectively evaluate the safety of an antiretroviral agent among patients with advanced human immunodeficiency virus (HIV) disease in whom therapy with zidovudine was failing. A total of 21,198 patients who had infections refractory to zidovudine or who were intolerant of the drug received didanosine as a buffered powder for oral solution (sachet), with total daily doses of 6.6-10 mg/kg; the median CD4 lymphocyte count was 0.04 x 10(9)/L for this population. At the currently recommended dose (6.6-8.29 mg/[kg.d]), 6-month estimated rates of pancreatitis ranged from 1.2% for patients with AIDS-related complex (ARC) and CD4 lymphocyte counts of > or = 0.1 x 10(9)/L to 6.7% for patients with AIDS and CD4 lymphocyte counts of < 0.05 x 10(9)/L. Laboratory toxicities of World Health Organization grades 3 and 4 developed in fewer than 4% of patients entering the study with normal baseline values; the sole exception was leukopenia, which was documented in 8% of these patients. The results of this program demonstrated that patients with CD4 lymphocyte counts of < 0.10 x 10(9)/L or with a diagnosis of AIDS (defined by the 1987 classification system of the Centers for Disease Control and Prevention) were less tolerant of didanosine and significantly more likely to develop adverse clinical reactions and myelosuppression than other patients.

Marketer interest in using virtual reality (VR) as a persuasion tactic continues to rise. Notably, one sector at the forefront of utilizing this tactic for persuasive means is nonprofit marketing. Many charities have devoted considerable resources to creating VR appeals under the assumption that this medium will increase donations over and above present tactics. However, research has not yet examined the persuasive consequences VR may provide over more traditional channels. This research seeks to understand the opportunities and limitations this emerging tactic can offer marketers. Specifically, we examine the donation effectiveness of three real VR charitable appeals by assessing actual donation behaviors, and find that VR appeals increase donations compared to a two-dimensional (2D) format. This work addresses a timely and relevant issue for practitioners and opens doors to future research investigating VR’s applications to marketing. Supplementary Information The online version contains supplementary material available at 10.1007/s11002-021-09601-8.

The purpose of the didanosine Expanded Access Program was to provide a needed antiretroviral agent to individuals who were unable to tolerate other therapy for human immunodeficiency virus infection or in whom such therapy was failing. The logistics of establishing this program are described, and the results of on-site auditing that confirmed the validity of the data obtained through this program are presented.

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