Emotional Contagion through the Skincare Advertisements: The Influence of Culture on the Eastern Women Consumption Behaviors

Abstract

This study maps the influence of cultural constructs on the emotional contagion and consumption behaviors, among the eastern women towards the advertised skincare products. It is a 2 x 2 between subjects’ design empirical study, with emotions (hope versus fear) and actors (one actor versus many actors) independent variables. The university master level students participated in the designated psychological experiments. The distilled results underpin that the interweaving of hope emotions and the one performing actor, due to the changing mindsets from the collectivism to the individualism, in the skincare advertisements may substantiate the best epochal emotion-actor construct, to influence the eastern women’s contagion and consumption behaviors. This study attempts to enrich the professionals of the industry with deep insights to fortify their large swaths of skincare business volumes through the delicate understanding of the eastern women’s changing cultural values.

Keywords: Emotions, Skincare advertisement, Culture, Emotional Contagion, Consumer Behavior