Outi Sarpila

Old and new sources of risk: a study of societal risk perception in Finland

It has been argued that many of the present-day societies are witnessing the emergence of new types of concerns alongside the more traditional sources of distress. However, little research has focused on the perception of these new types of risks. This paper examines the risk perceptions across adult population in Finland. We compare the average ratings of different types of risks and then examine how much socio-demographic disparities exist among these ratings. Our data are derived from a nationally representative mail survey collected in the fall of 2009. The survey gave a response rate of 49% (n = 1202). Our findings show that there are differences in the risk perceptions between different types of risks. Socio-demographic differences matter, as age, gender and place of residence in particular appear as significant determinants of risk perception. Further on, women and older respondents rate international and traditional risks as well as media and pornography as more of a concern compared to men and younger respondents. Although existing theoretical literature suggests there to be only minor differences in risk perception between population groups, this study seeks to better understand what sort of differences there really exists.

'I am not Spending on my Appearance'! Examining Self-Evaluated Low-Level Consumers of Clothing and Beauty Care in Finland, 1999-2009

Abstract: The purpose of this study is to analyse consumers whose identity is not based on appearance-related consumption, but who want distance themselves from consumers willing to spend on physical appearance. The article examines importance of gender, age and place of residence in explaining self-evaluated low-level consumption of beauty care and clothing, and how the proportions of these consumers have changed between socio-demographic groups. The data consists of three cross-sectional consumption and lifestyle surveys collected in 1999 (N = 2 417), 2004 (N = 3 574) and 2009 (N = 1 202). The results suggest that a significant part of Finnish consumers do not consider beauty care or clothing consumption to be a part of their identity. The results indicate some temporal changes in Finnish consumers’ beauty care consumption evaluations. It seems that gender differences have been relatively stable, whereas disparities between consumers of different ages as well as urban and rural consumers have diminished.

Exploitation of aesthetic capital – disapproved by whom?

Purpose The purpose of this paper is to investigate the gendered double standards of exploiting physical appearance in Finland. Drawing from literature on physical appearance as a form of capital, four hypotheses on role of gender in endorsing double standards are put forth, and then empirically tested. The focus is on whether women or men are more disapproving of women exploiting their appearance. The paper also explores whether self-perceived attractiveness has an influence on the gendered endorsement of double standards. Design/methodology/approach The study utilises unique survey data with a split-ballot design to study gendered double standards at a societal level by means of ordered logistic regression. The data are nationally representative of 15-74-year-old Finns (n=1,600). Findings The main finding is that women are more prone to endorse the double standards against each other. It is particularly women who do not perceive themselves as attractive who are likely to hold double standards. Experienced unattractiveness is associated with disapproving attitudes towards the exploitation of physical appearance-related assets for both women and men. Men are overall more approving compared to women, and do not generally hold double standards. Originality/value Research on double standards in different spheres of life in a relatively gender equal country like Finland gives an intriguing example of gendered social inequality. The information provided by this paper deepens our understanding of gendered social stratification related to physical appearance.

Appearance-related consumption among dating, cohabiting and married consumers: a comparison between men and women

This article aims to investigate to what extent dating/cohabiting/married men and women buy their partner different kinds of products and services related to appearance (clothing, footwear, jewellery/watches, make-up, skin care products, hair care products, perfumes/fragrances, hairdresser services and cosmetician services). A total of 685 Finns (344 men and 341 women) aged 15–64 years with a spouse or dating partner completed a nationally representative mail survey. The findings indicate that the proportion of women who buy their spouse/dating partner clothing, skin or hair care products on a regular basis is considerable. Men who had purchased their spouse/dating partner some of the surveyed products or services did so once or twice a year. Age, type of relationship, income and respondents personal buying frequency were associated with the likelihood of buying spouse/dating partner different products related to appearance. This trend was particularly prevalent among women. The findings suggest that marketers and retailers of appearance-related products should pay more attention to the role of women as purchasers of their husbands/partners clothing and grooming products, and the importance of age, type of relationship, income and respondents personal buying frequency in explaining this type of consumption.