Appearance investment in Australian brides-to-be

The present study examined the appearance concerns of 440 engaged women recruited from bridal websites across Australia. Participants completed a short online questionnaire incorporating measures of appearance investment, dietary restraint, and their pre-wedding beauty preparation plans. Overall, brides-to-be reported similar levels of both facets of appearance investment (self-evaluative salience and motivational salience) to normative samples. High appearance investment and dietary restraint were significantly related to a greater number of pre-wedding beauty, diet, and exercise regimes. Furthermore, pre-wedding plans were predicted differently by the two facets of appearance investment. Specifically, self-evaluative salience predicted wedding weight discrepancy, while motivational salience was a significant predictor of both appearance-related and exercise/eating behaviors. Results indicate that reducing the focus on appearance surrounding weddings and promoting a healthier bridal weight ideal may be useful in discouraging harmful appearance altering behaviors and attitudes (e.g., tanning, surgery, desire to lose weight) among women with high appearance investment.

► Brides have similar appearance investment to normative samples.
► Appearance investment related to real-world wedding preparation behaviors.
► Self-evaluative salience more strongly associated with maladaptive behaviors.