In the context of romantic attraction, beautification can increase assertiveness in women.

For private assertive consumer behavior, the main effect for time was not significant, but there was a time × self-objectification, F (1, 37) = 5.70, p = .022, η p 2 = .13), and a marginally significant time × sexual motivation interaction F (1, 37) = 3.66, p = .063, η p 2 = .09).

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