(A Study to Determine the Effect of Skepticism towards Cosmetic Product Advertising on Perceived Risk)

Abstract

Purpose - Cosmetic products are often used to look beautiful and be admired, and the demand for these products is increasing. Advertisements produced with this awareness often contain exaggerated claims and images. It is thought that this situation brings along skeptical attitudes towards cosmetic product advertising and that skepticism increases consumers’ risk perceptions regarding the purchasing decision. There is a limited number of studies in the literature investigating the relationship between skepticism and perceived risk. However, the relationship between skepticism towards cosmetic product advertising and perceived risk has not yet been explored. Therefore, this study aims to determine the effect of skepticism towards cosmetic product advertising on the perceived risk in the cosmetic product purchasing process. Design/methodology/approach - A convenience sampling method was used in the study carried out on consumers in Bursa, and research data were collected by online survey method. Analysis of the research data was carried out with the structural equation modeling (SEM) method. Findings - As a result of the research, it was found that skepticism towards cosmetic product advertising had a significant and positive effect on perceived financial risk, perceived performance risk, perceived time risk, perceived physical risk, and perceived social risk, but did not have a significant effect on perceived psychological risk. Discussion - This research contributes to the marketing literature by revealing that consumers’ perceptions of financial, performance, time, physical and social risk are affected by skepticism towards cosmetic product advertising. On the other hand, it is thought that the findings will benefit businesses in the cosmetic product sector and advertisers in terms of preventing skepticism and reducing risk perceptions arising from consumers’ skepticism.