Selfies' Effects on the Self: An Experimental Study of the Influence of Beauty Filters on Body Image

We conducted an experimental study (N = 231) to examine the effects of using beauty filters when taking selfies on appearance attribution, self-evaluation and mood, focusing on whether individuals were aware that beauty filters had been applied. To test the effect of awareness, we manipulated whether participants knew their selfies had been filtered. Consistent with objective self-awareness theory and the self-serving attribution bias, we found that viewing a filtered selfie, featuring smoother skin and fewer wrinkles, was more likely to be internally attributed to one's actual appearance when participants were unaware of the filtering, compared with conditions in which participants were informed about the filtering procedure. In contrast to previous studies demonstrating negative effects of selfie editing on body self-evaluation, we expected and found a positive effect of using beauty filters on body self-evaluation and mood. Unexpectedly, body self-evaluation increased after exposure to beautified selfies, regardless of being aware or not of the beauty filter. Our findings highlight how subtle app-based modifications can strengthen body image and mood, at least temporarily. By allowing users to perceive slightly beautified self-images as authentic, beauty filters may fulfil a self-serving function that maintains positive self-regard in the digital age.