Search
  Advanced Search
 
Journal search
Journal cover: International Journal of Pharmaceutical and Healthcare Marketing

International Journal of Pharmaceutical and Healthcare Marketing

ISSN: 1750-6123

Online from: 2007

Subject Area: Marketing

Content: Latest Issue | icon: RSS Latest Issue RSS | Previous Issues

Options: To add Favourites and Table of Contents Alerts please take a Emerald profile

Previous article.Icon: Print.Table of Contents.Next article.Icon: .

Investigating the effects of cosmeceutical product advertising in beauty-care decision making


Document Information:
Title:Investigating the effects of cosmeceutical product advertising in beauty-care decision making
Author(s):Juan Meng, (College of Journalism & Mass Communication, The University of Georgia, Athens, Georgia, USA), Po-Lin Pan, (Department of Radio and Television, Arkansas State University, Jonesboro, Arkansas, USA)
Citation:Juan Meng, Po-Lin Pan, (2012) "Investigating the effects of cosmeceutical product advertising in beauty-care decision making", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 6 Iss: 3, pp.250 - 266
Keywords:Advertising, Body esteem, Cosmeceutical product advertising, Cosmetics, Information utility of product advertising, Self esteem, Women, Young consumers
Article type:Research paper
DOI:10.1108/17506121211259412 (Permanent URL)
Publisher:Emerald Group Publishing Limited
Abstract:

Purpose – In response to the rapid growth of the cosmeceutical industry, this study aims to investigate young female consumers' confidence in cosmeceuticals and the perceived competency of cosmeceutical product advertising.

Design/methodology/approach – An online survey of 224 young female participants was recruited from an online national young consumer panel from Zoomerang. This group of participants mirrored the characteristics of the largest segment in the cosmeceutical market in the USA.

Findings – The results suggest that the perceived information utility of cosmeceutical product advertising is the most significant factor in engaging young female consumers' interests and desire to try cosmeceuticals. Moreover, young female consumers' self-evaluation on body esteem, their perceived effectiveness of product claims, their interests in reading such advertising, and their attitudes toward advertising jointly affect their likelihood to take cosmeceutical products. Not surprisingly, self-evaluation on body esteem predicted a negative influence on product purchase intention. As their self-evaluation on body esteem increases, the likelihood to purchase cosmeceuticals decreases.

Originality/value – The study adds insights on a fast-growing, but understudied, product category, cosmeceutical products, to the research stream and expands the knowledge on the information utility of cosmeceutical product advertising on young female consumers.



Fulltext Options:

Login

Login

Existing customers: login
to access this document

Login


- Forgot password?
- Athens/Institutional login

Purchase

Purchase

Downloadable; Printable; Owned
HTML, PDF (99kb)Purchase

To purchase this item please login or register.

Login


- Forgot password?

Recommend to your librarian

Complete and print this form to request this document from your librarian


Marked list


Bookmark & share

Reprints & permissions