Consumer Responses Toward Cosmeceutical Advertising
Consumer Responses Toward Cosmeceutical Advertising
Abstract: consumers usually see cosmeceuticals (cosmetics+pharmaceuticals) as an ambiguous object and have ambivalent attitudes due to product benefits (positive) and potential side effects (negative), this study examines the interplay between regulatory focus and advertising claims in determining attitude change and purchase intentions toward cosmeceutical sunscreen products. The findings suggest that promotion-focused consumers respond more favorably toward ads featuring hedonic/performance-related attributes, whereas prevention-focused consumers demonstrated greater persuasive effects toward ads featuring utilitarian/reliability-related attributes. Cosmeceutical advertising that speaks to consumer motivations are effective in resolving attitudinal ambivalence and promoting purchase related to sun-protective behaviors. Theoretical and managerial implications are discussed.
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