Do We Buy Cosmetics Because They Are Useful or Because They Make Us Feel Good?

Source: ScienceDaily (July 21, 2011) — A study by the University of the Basque Country (UPV/EHU) shows that people who use cosmetics buy these products primarily for emotional reasons. The study was carried out on facial creams (hydrating and nutritive ones, coloured or non-coloured, and anti-wrinkle creams) and body creams (firming and anti-cellulite creams).

“The study shows that both the emotional and utility aspect of cosmetic brands have a significant impact on consumer satisfaction, but that the emotional component has a greater effect,” Vanessa Apaolaza, a researcher from the UPV and lead author of the study, which has been published in the African Journal of Business Management, said.

Some of the main positive emotions aroused by beauty products include “the sensation of wellbeing gained from eliminating or reducing feelings of worry and guilt, which is the factor with the greatest impact,” the author explains.

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Categories: Psychology

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