Research suggests that the exposure to pictures of good-looking and even slightly above-averagelooking\nfemales lowers the self-image of exposed women and increases dissatisfaction with their own\nappearance. This study analyses the effect of perceived instrumental/utilitarian and hedonic/emotional\nbrand benefits on womenââ?¬â?¢s satisfaction with cosmetic brands, focusing on relief from dissatisfaction\nwith oneââ?¬â?¢s self-image as one of four identified emotional brand experiences. A survey of 355 women\nwas carried out, assessing instrumental and hedonic brand benefits of the brand used by each\ninterviewed participant, as well as the degree of satisfaction with the surveyed brand. The collected\ndata was modelled using structural equation analysis. Results indicate that utilitarian and hedonic\nbrand benefits both contribute to satisfaction with cosmetic brands ââ?¬â?? with an overall stronger influence\nof emotional consumption experiences. The greatest influences were found for the feeling of relief from\ndissatisfaction with oneââ?¬â?¢s self-image. This research reveals that one of the mechanisms through which\ncosmetics advertising works is by lowering womenââ?¬â?¢s self perception in the first place and then\ndelivering relief from this negative feeling as an emotional benefit through the brand. However, from an\nethical point of view, such a strategy is questionable, especially given the problems of eating disorders\nand body dysmorphia.
Loading....