A Study on Acceptance and Hedonic Perception of Young Female Consumers of Squeeze Porridge

Advertising with sexualized female models is a commonly used technique in the advertisement industry. While “sex sells” is often successful in eliciting positive responses from male consumers, it often elicits negative responses from female consumers. On the one hand, female consumers might perceive sexualization as lacking in value (i.e., as a cheap display of sexuality lacking any kind of commitment). On the other hand, they might perceive sexualization as lacking in agency (i.e., as the model being displayed as an object rather than a subject). In two studies we investigate whether it is the lack of value or the lack of agency in sexualization that leads to more negative evaluations by young female perceivers. We manipulated the slogan in a sexualized advertisement so that it either adds value to sex (but does not add agency to the model) or so that it adds agency to the model (but does not add value to sex). Furthermore, we investigate the role of relatedness between the consumer and model with two advanced methodological approaches manipulating the facial characteristics of the model in the advertisement. In Study 1, we manipulated relatedness via perceived familiarity of the model’s face, whereas in Study 2, we manipulated relatedness via actual similarity between the perceivers’ and the model’s face in the advertisement. Results indicate that the lack of agency rather than the lack of value leads to negative evaluations by female consumers. This effect was pronounced if the advertisement model was relatable to the consumers.

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FACTORS INFLUENCING YOUNG FEMALE PURCHASE INTENTION TOWARDS LOCAL COSMETICS PRODUCT IN MALAYSIA

International Journal of Modern Trends in Social Sciences ◽

10.35631/ijmtss.311001 ◽

2020 ◽

Vol 3 (11) ◽

pp. 01-12

Author(s):

Nik Noorhazila Nik Mud ◽

Norfazlirda Hairani ◽

Aimi Nadia Ibrahim@Zakaria ◽

Mardhiah Kamaruddin ◽

Hazriah Hasan

Keyword(s):

Purchase Intention ◽

Pearson Correlation ◽

Young Female ◽

Brand Awareness ◽

Consumer Experience ◽

Cosmetic Product ◽

Female Consumers ◽

Consumer Experiences ◽

Or Organization ◽

Main Factor

This paper aimed to study the effect between attitude, brand awareness, consumer experiences and price on young female purchase intention towards local cosmetic products in Malaysia. The main factor of consumer behaviour that used in this study was to analyse customer female purchase intention were attitude, brand awareness, consumer experience, and price. We used a survey questionnaire to collect 226 valid responses from a female student of Bachelor of Entrepreneurship (Retailing) with Honours in UMK. These collected data were analysed using Statistical Package for Social Science (SPSS) version 24 and the result gathered through the Pearson Correlation Coefficient and Multiple Regression. The findings revealed that attitude, brand awareness, consumer experiences, and price emerged with a significant influence on female intention toward local cosmetics among young female consumers. The implication from this study is for the female consumer who is wearing a cosmetic product, an industry or organization who involve in produce local cosmetic product and retailer who sale a local cosmetic product. Finally, the result shows that attitude influences young female purchase intention the most compared to brand awareness, consumer experiences, and price.

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Does this fit my style? The role of self-congruity in young women’s repurchase intention for intimate apparel

Journal of Fashion Marketing and Management ◽

10.1108/jfmm-02-2015-0016 ◽

2016 ◽

Vol 20 (4) ◽

pp. 417-434 ◽

Cited By ~ 2

Author(s):

Vania Vigolo ◽

Marta Maria Ugolini

Keyword(s):

Young Women ◽

Brand Personality ◽

Young Female ◽

Self Concept ◽

Ideal Self ◽

Content Type ◽

Repurchase Intentions ◽

Female Consumers ◽

Intimate Apparel

Purpose The purpose of this paper is to investigate the role of actual and ideal congruity in predicting the repurchase intentions of young women in relation to inconspicuous fashion items. Design/methodology/approach The research focussed on a non-luxury intimate apparel brand, typical of daily use and private consumption. Regression analyses were conducted on a sample of 308 young female consumers to identify the effect of actual and ideal congruity in determining repurchase intentions. A cluster analysis based on actual self-concept was employed to develop a typology for consumers. Findings Unexpectedly, the findings revealed that ideal congruity is a stronger predictor of repurchase intentions than actual congruity. Further, based on actual self-concept, three profiles of young women emerged: active romantics, self-assureds and reliables. The clusters differed in relation to perceptions of brand personality and the effect of self-congruity on repurchase intentions. Research limitations/implications This study was conducted using participants from one university in Northern Italy. Thus, the main limitations of this study relate to sample size and selection. Additionally, this study only investigated the perceptions of young women. Practical implications This study suggests that non-luxury intimate apparel items, typical of daily use, are not merely functional purchases, but reflect young women’s self-expression motives. Accordingly, fashion marketers should focus on consumers’ ideal self-concepts to develop effective promotion strategies. Further, specific dimensions of brand personality should be considered in relation to the different clusters. Originality/value This study shows that repurchase intentions towards inconspicuous non-luxury fashion items are explained more by self-esteem motives (i.e. ideal congruity) than self-consistency motives (i.e. actual congruity).

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Young Female Consumers’ Perceptions and Purchase Intentions Towards Character Economy

Universal Access in Human–Computer Interaction. Human and Technological Environments - Lecture Notes in Computer Science ◽

10.1007/978-3-319-58700-4_31 ◽

2017 ◽

pp. 382-392 ◽

Cited By ~ 1

Author(s):

Cheih-Ying Chen

Keyword(s):

Young Female ◽

Purchase Intentions ◽

Female Consumers

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Luxury fashion brands

Qualitative Market Research An International Journal ◽

10.1108/qmr-02-2014-0016 ◽

2015 ◽

Vol 18 (3) ◽

pp. 298-319 ◽

Cited By ~ 32

Author(s):

Meng-Shan Sharon Wu ◽

Isabella Chaney ◽

Cheng-Hao Steve Chen ◽

Bang Nguyen ◽

T.C. Melewar

Keyword(s):

Information Seeking ◽

Young Female ◽

Luxury Brands ◽

Structured Interviews ◽

Content Type ◽

Level Of Involvement ◽

Female Consumers ◽

Fashion Products ◽

Buying Behaviour ◽

High Level

Purpose – This paper offers insights into the consumption motives and purchasing behaviour of that market segment in Taiwan against the background of increasing consumption of luxury fashion brands by young female consumers in Asian countries. Design/methodology/approach – Analysis of data collected using face-to-face semi-structured interviews with 23 fashion-conscious females aged 18-32 years was completed and new empirical insights are offered. Findings – The study found a high level of involvement in the world of luxury fashion retailing. Asian consumers devoured media commentary, drew inspiration from female celebrities and treated information-seeking and discussion of luxury fashion brands with friends as a serious and enjoyable pursuit. The social status conferred by expensive fashion wear motivated them to spend on luxury brands even if their discretionary income was limited. Potential guilt in so doing was assuaged by rationalising that the quality was good and the purchase would be long lasting. Marketers targeting this valuable segment should communicate appeals to an aspirational lifestyle in traditional and social media, effective at reaching young women. Originality/value – The study reported in this paper contributes to the limited published research into the luxury-marketing sector in Asia by examining the buying behaviour of female Strawberry Generation consumers in Taiwan. It is the first to research and investigate the meanings attached to luxury by these individuals in the collectivist culture of Taiwan, as well as their motivations, and the factors influencing their purchase of luxury fashions. The study thus contributes with new knowledge to the buying of luxury fashion products by young female Taiwanese consumers, which may be extended to other collectivist cultures in Asia.

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