Featured Research

from universities, journals, and other organizations

How do beauty product ads affect consumer self esteem and purchasing?

Date:
October 26, 2010
Source:
University of Chicago Press Journals
Summary:
Ads featuring beauty products actually lower female consumers' self-esteem, a new study has found.

A new study in the Journal of Consumer Research found that ads featuring beauty products actually lower female consumers' self-esteem.

"One of the signature strengths of the advertising industry lies in its ability to transform seemingly mundane objects into highly desirable products," write authors Debra Trampe (University of Groningen, the Netherlands), Diederik A. Stapel (Tilburg University), and Frans W. Siero (University of Groningen). In an advertisement, a lipstick situated next to a stiletto heel represents glamour and a teddy bear in an ad for fabric softener signals softness.

The authors conducted four experiments to examine the different meanings consumers gleaned from products that were advertised versus not advertised. In one study, the authors exposed female study participants to either a beauty-enhancing product (eye shadow, perfume) or a problem-solving product (acne concealer, deodorant).The product was either embedded in an advertisement (with a shiny background and a fake brand name) or it was depicted against a neutral white background. "After exposure to the advertised beauty-enhancing products consumers were more likely to think about themselves than when they viewed the same products outside of their advertisements."

What's more, those advertisements affected how consumers thought about themselves. "After viewing an advertisement featuring an enhancing product consumers evaluated themselves less positively than after seeing these products when they appeared without the advertising context," the authors write. The same effect did not show up when the items were problem-solving products.

Ads for beauty-enhancing products seem to make consumers feel that their current attractiveness levels are different from what they would ideally be. "Consumers seem to 'compare' themselves to the product images in advertisements, even though the advertisement does not include a human model," the authors write.

"Exposure to beauty-enhancing products in advertisements lowered consumers' self-evaluations, in much the same way as exposure to thin and attractive models in advertisements has been found to lower self-evaluations," the authors conclude.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Debra Trampe, Diederik A. Stapel, Frans W. Siero. The Self-Activation Effect of Advertisements: Ads Can Affect Whether and How Consumers Think about the Self. The Journal of Consumer Research, 2011; 37 (6): 1030 DOI: 10.1086/657430

Cite This Page:

University of Chicago Press Journals. "How do beauty product ads affect consumer self esteem and purchasing?." ScienceDaily. ScienceDaily, 26 October 2010. <www.sciencedaily.com/releases/2010/10/101018163112.htm>.
University of Chicago Press Journals. (2010, October 26). How do beauty product ads affect consumer self esteem and purchasing?. ScienceDaily. Retrieved October 20, 2014 from www.sciencedaily.com/releases/2010/10/101018163112.htm
University of Chicago Press Journals. "How do beauty product ads affect consumer self esteem and purchasing?." ScienceDaily. www.sciencedaily.com/releases/2010/10/101018163112.htm (accessed October 20, 2014).

Share This



More Mind & Brain News

Monday, October 20, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Court Ruling Means Kids' Online Activity Could Be On Parents

Court Ruling Means Kids' Online Activity Could Be On Parents

Newsy (Oct. 17, 2014) In a ruling attorneys for both sides agreed was a first of its kind, a Georgia appeals court said parents can be held liable for what kids put online. Video provided by Newsy
Powered by NewsLook.com
The Best Foods To Boost Your Mood

The Best Foods To Boost Your Mood

Buzz60 (Oct. 17, 2014) Feeling down? Reach for the refrigerator, not the medicine cabinet! TC Newman (@PurpleTCNewman) shares some of the best foods to boost your mood. Video provided by Buzz60
Powered by NewsLook.com
You Can Get Addicted To Google Glass, Apparently

You Can Get Addicted To Google Glass, Apparently

Newsy (Oct. 15, 2014) Researchers claim they’ve diagnosed the first example of the disorder in a 31-year-old U.S. Navy serviceman. Video provided by Newsy
Powered by NewsLook.com
First Confirmed Case Of Google Glass Addiction

First Confirmed Case Of Google Glass Addiction

Buzz60 (Oct. 15, 2014) A Google Glass user was treated for Internet Addiction Disorder caused from overuse of the device. Morgan Manousos (@MorganManousos) has the details on how many hours he spent wearing the glasses, and what his symptoms were. Video provided by Buzz60
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:

Strange & Offbeat Stories


Health & Medicine

Mind & Brain

Living & Well

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins