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

By Lucy Tandon Copp 22-Sep-2020

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.

Sign up for your free email newsletter

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

This is a small extract of the full article which is available ONLY to premium content subscribers. Subscribers sign-in (top right) to read the article.
Subscribe now to premium content on Cosmetics Business