Archive for the ‘Psychology Today’ Category

Revenge of the Size 12 Woman

Wednesday, February 28th, 2007

By Jocelyn Voo
Psychology Today

That zaftig redhead hawking body lotion on the 20-foot billboard? The three-by-four-foot poster of a woman unapologetically embracing her thunder thighs? Yep, they’re talking to you. And if you’re a woman, you’re listening.

Women will compare themselves to pictures of superthin models more than to pics of regular women only when accompanying text reinforces the “need” to be slender and attractive. Otherwise, research published in Body Image finds, they’re much more likely to relate to everyday models. And, ad mavens hope, buy what’s on offer.

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Name Games: The Dirt on Selling Beauty

Tuesday, December 26th, 2006

By Jocelyn Voo
Psychology Today

The multibillion dollar beauty industry spends plenty promising to make you desirable. So why would a cosmetics line christen a shade of eye shadow “mildew”?

Studies suggest that consumers may be sold on “ugly beauty” because the more time they spend reconciling the inconsistency—a pretty product with a nasty name—the more likely they are to remember and purchase the goods. Even a few seconds could be enough to trigger an effect, says Lars Perner, assistant professor of clinical marketing at the University of Southern California.

Results from the lab bench and makeup counter agree: A little bit of ugly can make a pretty profit.

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