Anthropological evidence suggests cosmetics have been in use for at least 30,000 years, beginning with the Neanderthals. Now, a new study proves what many have deduced — that people use cosmetics primarily for emotional reasons. Researchers studied facial creams (hydrating and nutritive ones, colored or non-colored, 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,” said Vanessa Apaolaza, Ph.D., lead author of the study.
The report was published in the African Journal of Business Management.
Some of the main positive emotions aroused by beauty products include “the sensation of well-being gained from eliminating or reducing feelings of worry and guilt, which is the factor with the greatest impact,” Apaolaza said.
Tratto da: "psychcentral.com" - Prosegui nella lettura dell'articolo