A Study on Brand Extension and Cannibalization of Color Cosmetics

Purpose: In this study, we investigate how makeup motivation affects the use and purchase of beauty products. We attempt to uncover the underlying dimensions of makeup motivation. We further investigate how makeup motivation plays different roles depending on the individual differences based on implicit self-theory (IST). Methods: We recruited 320 respondents, and the administered questionnaire was based on extant literature. The SPSS statistical program was used to analyze the data. We conducted factor analysis and reliability test to confirm the validity and reliability of our measures. Multiple regressions were used to test research questions, and moderated regression was used to examine the moderating roles of IST. Results: Makeup motivation consisted of three dimensions: trend, assimilation, and personality motivations. While trend and personality motivations significantly affected the overall use of beauty products, trend motivation had the strongest effect. We also categorized beauty products into three categories: skin, color, and hair products. While trend and personality motivations had similar effects on skin and hair products, we found that color product use was mainly driven by trend motivation. The analyses of the moderating roles of IST suggest that entity theorists had stronger personality motivation and incremental theorists had stronger trend motivation. Conclusion: Trend and personality motivations significantly affected overall product use. While color product use was driven by trend, both trend and personality affected skin and hair product uses. Based on IST, entity theorists had stronger personality motivation and incremental theorists had stronger trend motivation while using beauty products.

show abstract

scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.

Contact Info

hi@scite.ai

10624 S. Eastern Ave., Ste. A-614

Henderson, NV 89052, USA

Blog Terms and Conditions API Terms Privacy Policy Contact Cookie Preferences Do Not Sell or Share My Personal Information

Made with 💙 for researchers

Part of the Research Solutions Family.

A Study on Brand Extension and Cannibalization of Color Cosmetics

Cited by 2 publications

References 24 publications

The Cannibalization Effect on Franchise Retail Market and the Moderating Effect of the Store Location

The Cannibalization Effect on Franchise Retail Market and the Moderating Effect of the Store Location

Effects of Makeup Motivation and Implicit Self-Theory on Beauty Product Use and Purchase

Contact Info

Product

Resources

About