Impact of digital beautification on variety seeking behavior/impulse buying

Abstract

The project started with the thought that – ‘Does digital beautification has any effect on the variety seeking behavior by consumers?’ To test this hypothesis, we went ahead and created two surveys – in one, the participant had to click a selfie and edit it and then answer the questions and in the other one the participant just needed to click a selfie and then answer the questions. We floated these surveys to two different groups of people. We received approximately 30 responses to each of the survey. We then analyzed the collected data using inferential analysis techniques to establish the required causality. But through the analyses, we found that our hypothesis was not valid, i.e. digital beautification does not affect the variety seeking behavior. We have then listed the limitations due to the scope of the study and suggested steps for improving the accuracy.