Personal Beauty Values Scale (PBVS)

Description

The Personal Beauty Values Scale (PBVS; Glückstad et al., 2025) is a multidimensional assessment tool designed to evaluate beauty values across different countries. The scale development was based on established procedures for scale development. The development and validation process involved a series of studies utilizing independent samples from the United States, the United Kingdom, Japan, and Denmark. Initially, 27 English items were generated, reflecting five Personal Beauty Values (PBV) dimensions: cultural flawlessness (CF), social appropriateness (SA), self-improvement (SI), natural uniqueness (NU), and inner beauty (IB). Following procedures inspired by Zavala-Rojas (2017) and Engelen, Engelen, and Samuel Craig (2016), the items were translated into Japanese and Danish. Exploratory and confirmatory factor analyses supported a factor structure comprising 14 items across the five dimensions. Results pertaining to reliability (internal consistency and temporal stability), validity (convergent, discriminant, nomological), and invariance were reported. The authors identified limitations, noting the need to investigate the scale’s generalizability in other cultural contexts and to test its nomological validity with other relevant constructs.

Purpose

The PBVS was developed to assess personal beauty values (PBV) held by participants across different cultures.

Validity

• Convergent Validity: The Average Variance Extracted (AVE) scores were all above 0.5, confirming convergent validity.

• Discriminant Validity: The Heterotrait-Monotrait (HTMT) ratio (Henseler, Ringle, & Sarstedt 2015) of all intersections between the five components was less than the 0.85 cutoff, supporting discriminant validity.

• Nomological Validity: The study found that the five PBV dimensions had either positive or negative effects on specific constructs (shame, guilt, hubristic pride, authentic pride, and objectification) in different manners. Furthermore, the PBV enabled the explanation of the direct or indirect effects of the specific PBV dimensions (SA, CF, and SI) on the consideration of cosmetic surgery, mediated by hubristic pride or shame.

• Test Methodology: Test Validity; Convergent Validity; Discriminant Validity; Nomological Validity

Reliability

• Internal Consistency: The reliability coefficients Cronbach’s alpha and McDonald’s omega (Hayes & Coutts 2020; McDonald 1999) were both above the benchmark of 0.7 for four of the dimensions. One dimension, social appropriateness (SA), had reliability coefficient values slightly below 0.7, but these are nonetheless acceptable.

• Temporal Stability: With an interval of 14-20 days, the Intraclass Correlation Coefficient (ICC) scores of the test–retest sample resulted in moderate reliability for all measures (NU = 0.609, CF = 0.589, SA = 0.571, SI = 0.505, IB = 0.507, and PBV = 0.676).

• Test Methodology: Test Reliability; Internal Consistency; Test-Retest Reliability

Factor Analysis

• Exploratory Factor Analysis: Exploratory Factor Analyses (EFAs) purified the scale, resulting in 14 items with five dimensions, with a cumulative variance accounting for 71.071%.

• Confirmatory Factor Analysis: Findings from Confirmatory Factor Analyses (CFAs) confirm the robustness of the 14-item, five-dimensional model: df = 67, Chi-square = 117.117, CFI = 0.971, RMSEA = 0.047, SRMR = 0.048.

• Structural Equation Modeling: The study discovered that the five PBV dimensions have either positive or negative effects on specific constructs (shame, guilt, hubristic pride, authentic pride, and objectification) in different manners.

• Measurement Invariance: Multi-Group Confirmatory Factor Analysis (MG-CFA) established metric and scalar invariance among the four balanced age-gender segments. MG-CFA across six groups (males and females in the United States, Japan, and Denmark) suggest that full cross-group metric invariance was supported by the data.

• Test Methodology: Factor Analysis; Confirmatory Factor Analysis; Exploratory Factor Analysis; Measurement Invariance; Structural Equation Modeling

Test Methodology

Administration Method: Electronic

Population Details

• Age Group: Adulthood (18 yrs & older)

• Population Group: Human; Male; Female

• Population Details:

  • Location: United States; United Kingdom; Japan; Denmark

  • Respondents: Adult Consumers

Test Type

Original

Instrument Type

Inventory/Questionnaire

Format

The items are rated on a six-point Likert scale ranging from 1 (Very much applies) to 6 (Does not apply at all).

Language Available

Danish; English; Japanese

Keywords

Cross Cultural Differences; Cultural Flawlessness; Inner Beauty; Natural Uniqueness; Personal Beauty Values; Self-Improvement; Social Appropriateness; Attitude Measures; Personal Values; Physical Attractiveness; Social Norms; Social Values; Social and Interpersonal Measures

Test Year

2025

Author

Glückstad, Fumiko Kano; Kobayashi, Hiromi; Seddig, Daniel; Davidov, Eldad; Nakamura, Rie

Author ocrid Identifier

Davidov, Eldad: http://orcid.org/0000-0002-3396-969X
No data is Available for Glückstad, Fumiko Kano; Kobayashi, Hiromi; Seddig, Daniel; Nakamura, Rie

Affiliation

Glückstad, Fumiko Kano: Department of Management, Society and Communication, Copenhagen Business School
Kobayashi, Hiromi: KOSE Corporation Research Laboratories
Seddig, Daniel: Criminological Research Institute of Lower Saxony (KFN)
Davidov, Eldad: Faculty of Management, Economics and Social Sciences Institute of Sociology and Social Psychology, University of Cologne
Nakamura, Rie: KOSE Corporation Research Laboratories

Email

Glückstad, Fumiko Kano: [email protected]

files

No file is Available

Permissions

Contact Corresponding Author

Fee

No

Correspondence Address

Glückstad, Fumiko Kano: [email protected]

Reference’s

Glückstad, F. K., Kobayashi, H., Seddig, D., Davidov, E., & Nakamura, R. (2025). Personal beauty values: Development and validation of a multidimensional measurement scale. Journal of Consumer Behaviour, 24(1), 282–303. https://doi.org/10.1002/cb.2421

Items of the Personal Beauty Values Scale (PBVS)

No data is Available