Meta-cognitive impairment in processing ingredients: the effects of jargon, list length and aids on young consumers’ evaluations of cosmetic products
ISSN: 1747-3616
Article publication date: 4 October 2021
Issue publication date: 23 March 2022
Abstract
Purpose
This study aims to examine the nonidentical impacts of identical panel information that discloses cosmetic ingredients by their English (i.e. low jargon; e.g. vitamin E) versus scientific names (i.e. high jargon; tocopherol instead) presented in short versus crowded panel on young consumers’ confidence in processing ingredients information and product judgements. In the same context, this study also explores the effects of declarative aids provided within the ingredients panel.
Design/methodology/approach
This study conducted four experiments by using a 2 (jargon: high, low) × 2 (ingredients list: short, long) between-subjects analysis of variance design.
Findings
Young consumers’ processing-confidence and product evaluations increase (decrease) when the panel is brief (crowded) and presents cosmetic ingredients in low (high) jargon (Experiments 1, 2). However, when it discloses a factual aid [i.e. ingredient functions; e.g. tocopherol (antioxidant)], confidence in processing even the high-jargon information, as well as product judgements, increases irrespective of the panel’s length (Experiment 3). Moreover, a fictitious aid (e.g. dryness-fighting “atomic robots”) stimulates the same effect and bolsters processing confidence and product evaluations irrespective of both jargon and panel’s length (Experiment 4).
Originality/value
Despite their heavy use of over-the-counter beauty/cosmetic products, little do we know how young consumers consult and use on-pack ingredients information provided in one format versus the other. To the best of the author’s knowledge, this study is the first experimental work investigating the cosmetics-consuming youth’s reactions to panel format and aids to processing.
Keywords
Acknowledgements
The author thanks the anonymous reviewers and the editor for their constructive feedback on an earlier version of this work. All standard deviation values that were present on the earlier version were excluded upon editor's suggestion.
Citation
Özdinç, Y. (2022), "Meta-cognitive impairment in processing ingredients: the effects of jargon, list length and aids on young consumers’ evaluations of cosmetic products", Young Consumers, Vol. 23 No. 1, pp. 129-143. https://doi.org/10.1108/YC-03-2021-1286
Publisher
:Emerald Publishing Limited
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