The Impact of Jordanian Women’s Motives, on their Attitudes towards Cosmetic Treatment

Abstract

The goal of this study is to obtain a deep understanding of the impact of consumers’ motives on their attitudes towards a certain object or product. This study was applied to the Jordanian women’s motives on their attitudes towards cosmetic treatment. The study investigates the impact of independent variable; women’s motives: Self esteem, Social acceptance and Fear of aging, on the dependent variable: Jordanian women‘s attitudes towards cosmetic treatment.  To achieve the objective of the study, a survey was conducted to collect data from the sample. In total 300 Questionnaires were distributed randomly to women who could be reached by the researcher, and were contacted through friends, relatives, students and doctors. The participants had different social, educational, and occupational backgrounds. Response rate was 91.333 Percent, which means 274 questionnaires were studied. The findings clearly show: there is significant evidence of the effect of self esteem motive, fear of aging motive and social acceptance motive on Jordanian women’s attitude towards cosmetic treatment. The major effect was the self-esteem motive followed by motive of fear of aging.  The model explains 25.3% of the variation of the overall attitude.

Keywords: Motives, Attitudes, Cosmetic Treatment.