Cosmetic Companies Play on Negative Emotions to Sell Products

A new study conducted by a Spanish university said that cosmetic companies make people buy their products by generating negative emotions and increase the desire for the need to look attractive to opposite sex.

The study, conducted by the University of Basque Country, has been published in the African Journal of Business Management and included 355 women between 18 to 50 years of age.

Lead researcher Vanessa Apaolaza said that almost all of the cosmetic companies try to generate negative feelings by trying to state that the consumers are ugly.

"One way of achieving this is by subtly telling them they are ugly, something many cosmetics adverts achieve implicitly and very effectively by showing images of unusually beautiful women", Apaolaza said.

Source: Medindia