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

Low Residential Mobility and Novelty-Seeking Consumption

Cultural research using a socioecological perspective has shown that residential mobility fosters familiarity-seeking behavior. In particular, residentially mobile individuals tend to purchase from national chain stores, which offer the same products across different locations. Positing this process as a reaction to a rapidly changing high mobility environment, we investigated whether a low mobility environment—characterized by a more familiar, less stimulating environment—results in novelty-seeking consumptive behaviors. In testing our hypothesis, Study 1 used archival data to explore novelty-seeking consumption based on the sales of consumable brands in the United States, Japan, and Singapore. Study 2 primed participants with either a high or a low mobility mind-set to explore the effect of mobility on novelty-seeking consumption. The results supported our hypothesis that consumers in a relatively low mobility country (Japan) tend to purchase from newer and, thus, novel brands more than consumers in mobile countries (the United States or Singapore). Furthermore, compared with high mobility, priming participants with a low mobility mind-set led them to select novel over traditional products.

“Infecting” those we care about: social network effects on body image

Purpose

This paper aims to explore the forces at work that negatively influence the self-image perceptions of young women, causing them to strive for an “ultra-thin” ideal.

Design/methodology/approach

Focus groups explore why and how perceived self-image influences young women’s body and perceptions and, consequently, health. Thematic qualitative analysis explores the realm of information and emotions involved with the thin-ideal.

Findings

Social contagion theory emerged with a significant impact caused by network influencers and the spread of information and emotions within social networks forces that sustain the need to be ultra-thin, even though there is abundant knowledge about adverse effects.

Research limitations/implications

Future research should address limitations involving representativeness and generalizability.

Practical implications

Social marketing programs, including social media, should stress healthy eating habits while focusing on the importance of the self and de-emphasizing the “thin-ideal” image.

Originality/value

Results will assist in developing more informed and effective prevention programs, including social media campaigns, as preventative healthcare to reduce the risk of the spread of eating disorders and promote psychological health of at-risk young adults.