Anxiety and hope about a new beauty product makes consumers more likely to buy it

New research has found that feelings of anxiety counterbalanced with hope about a new product makes consumers more likely to buy

An emotional response to a new skin care product, that includes feelings of anxiety and then hope, is said to increase the likelihood of purchase, a new study has found.

According to research published in the Journal of Marketing by authors Dr Yu-Ting Lin and Professor Andreas Eisingerich, brands that are able to . . .

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