Short answer
When designing skincare advertisements for Eastern markets, prioritize messages of hope and feature a single, relatable protagonist to maximize consumer engagement and purchase intent.
- Field
- Innovation & Markets
- Source
- Journals & Books Hosting (International Knowledge Sharing Platform) (2016)
- Method
- Empirical study with a between-subjects design
- Sample
- Not explicitly stated, but participants were university master's level students.
- Evidence
- Strong effect
Skincare advertisements featuring a single actor expressing hope are more effective in influencing consumption behaviors among Eastern women due to a cultural shift towards individualism. This innovation & markets research insight is drawn from a 2016 study published in Journals & Books Hosting (International Knowledge Sharing Platform). Using Empirical study with a between-subjects design with Not explicitly stated, but participants were university master's level students., researchers explored how this design variable affects real-world outcomes. The key design takeaway: When designing skincare advertisements for Eastern markets, prioritize messages of hope and feature a single, relatable protagonist to maximize consumer engagement and purchase intent.
Hopeful, individualistic skincare ads resonate more with Eastern women.
Skincare advertisements featuring a single actor expressing hope are more effective in influencing consumption behaviors among Eastern women due to a cultural shift towards individualism.
Journals & Books Hosting (International Knowledge Sharing Platform) · 2016
Key Findings
- 01Advertisements evoking hope were more influential than those evoking fear.
- 02Advertisements featuring a single actor were more effective than those with multiple actors.
- 03The combination of hope and a single actor was the most impactful construct for influencing contagion and consumption.
Application
Design takeaway
When designing skincare advertisements for Eastern markets, prioritize messages of hope and feature a single, relatable protagonist to maximize consumer engagement and purchase intent.
How to apply
When creating advertising for skincare products targeting Eastern women, test different emotional appeals (hope vs. fear) and actor configurations (single vs. multiple) to identify the most effective combination.
Project actions
- 01When researching consumer behavior, consider how cultural background influences responses to advertising.
- 02Experiment with different emotional tones and visual elements in your design prototypes to see what resonates best with your target audience.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Uses an empirical, experimental design to establish cause-and-effect relationships.
- +Considers the important influence of cultural context on consumer behavior.
Limitations
The sample size might be small, and the participants are all students, which may not represent the general population of Eastern women. The study also doesn't account for individual differences in personality or prior brand experience.
Reliability & validity
The use of a controlled experimental design with independent variables suggests good internal validity. Reliability would depend on the consistency of participant responses and the measurement tools used.
Think critically
To what extent do these findings apply to other product categories or different cultural regions, and how might the influence of collectivism versus individualism manifest in advertising for non-beauty products?
Design Principles
"Cultural resonance in advertising is achieved by aligning emotional appeals and visual narratives with evolving societal values."
Understanding the nuanced interplay between cultural values, emotional appeals, and advertising design is crucial for market success. This insight allows brands to tailor their messaging and visual strategies to better connect with specific demographic and cultural segments, leading to more impactful campaigns.
What This Means for Your Design
Ads for skincare that show one person looking hopeful work best for women in Eastern cultures because they are becoming more focused on themselves.
How to use in your project
- 1.This study can inform the design of advertising materials for a user research project, by suggesting which emotional appeals and visual styles might be most effective for a specific target demographic.
Add to My Project
Quick Cite
Paragraph starter
The research by Majeed and Lu (2016) suggests that skincare advertisements featuring a single actor expressing hope are more effective in influencing consumption behaviors among Eastern women, aligning with a cultural shift towards individualism. This highlights the importance of tailoring emotional appeals and visual narratives to specific cultural contexts in advertising design.
Source
Journals & Books Hosting (International Knowledge Sharing Platform)
Emotional Contagion through the Skincare Advertisements: The Influence of Culture on the Eastern Women Consumption Behaviors
journal · 2016
View sourceQuestions About This Research
- What does the research say about hopeful, individualistic skincare ads resonate more with eastern women?
- When designing skincare advertisements for Eastern markets, prioritize messages of hope and feature a single, relatable protagonist to maximize consumer engagement and purchase intent. Evidence: Journals & Books Hosting (International Knowledge Sharing Platform) (2016).
- Why does "Hopeful, individualistic skincare ads resonate more with Eastern women." matter for design?
- Understanding the nuanced interplay between cultural values, emotional appeals, and advertising design is crucial for market success. This insight allows brands to tailor their messaging and visual strategies to better connect with specific demographic and cultural segments, leading to more impactful campaigns.
- How can designers apply this research?
- When designing skincare advertisements for Eastern markets, prioritize messages of hope and feature a single, relatable protagonist to maximize consumer engagement and purchase intent.
- What were the main findings?
- Advertisements evoking hope were more influential than those evoking fear.. Advertisements featuring a single actor were more effective than those with multiple actors.. The combination of hope and a single actor was the most impactful construct for influencing contagion and consumption.
- What research method was used?
- Empirical study with a between-subjects design with Not explicitly stated, but participants were university master's level students..
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2016 journal from Journals & Books Hosting (International Knowledge Sharing Platform).
- What should I do differently in my next project?
- When creating advertising for skincare products targeting Eastern women, test different emotional appeals (hope vs. fear) and actor configurations (single vs. multiple) to identify the most effective combination.
- What are the limitations?
- The study focused on a specific demographic (university master's students) and may not generalize to all Eastern women. The long-term effects on consumption were not measured.