Do you get the feeling that the cosmetic companies include a lot of bogus information in their sales pitches? The Journal of Consumer Research explains the scientific reason why: Apparently you can be more easily tricked into buying a product if the company confuses you first and then provides a clearer explanation.
I hate being manipulated and tricked like this. What does the rest of the Beauty Brains community think about this article? Leave a comment!
—Mid Brain
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I think clear and simple would be wonderful, I also think we would have a lot less cosmetics around as people would know what they were buying. Which comes down to it will never be simple and clear
If I didn’t have a job I would probably spend ALL my time standing in Target’s facial cream aisle trying to decide between wrinkle creams that I have read confusing adverts for with lines like Age-Erasing, Wrinkle-Removing, etc.
I usually have to resort to doing my own research on line as to effective ingredients and potency to try to figure out which wrinkle cream is the one for me. However many times I do give in to the advertising by buying something new just because it is NEW and sounds IMPROVED.
Luckily we have the Beauty Brains and Paula Begoun to help with this process. Yay!!
I feel tha many products supply bogus information. In fact it has crossed my mind that the free samples contain something the regular size product doesn’t contain. I’m just one of millions who have ‘fallen’ for the ‘literatue’ that accompanies that little sample [even though it really didn't work as they said it would] but felt that continued use was necessary for the ultimate success. Yes ! I agree – none of them work as advertised. That includes the most expensive to the least – I just keep hoping!!!!!Maybe ‘next time’.
Mid Brain what a SPOT ON post!
I will definitely mention this tactic in my blog. It infuriates me that this is what marketers and cosmetic companies have come up with to trick us into buying their crap.
So what you are saying is that, they first confuse with a question or a misconception, and then follow up with a simple solution or claim that makes sense to us. This causes us to fall for it, and we naturally respond by thinking, “Buy it,” or “I need it!” Man, are we gullible!
I know that not all companies work this way, but it is good to be aware of the tactics they use. I will be more mindful of this the next time I listen or watch ads, or go shopping. Thanks!
Give me a break, people. Sales persons are sale persons and they’re trying to make living. Anyone can lie to you about anything. If it’s so troubling to feel you’re getting jipped by people who are more knowledgeable than you, then perhaps you should educate yourself and stop blaming others.