Hedonistic Personality Factors in Cosmetics Advertising: An Empirical Research Study on Youth in Bengaluru City

Syed Kazim (), Ajai Abraham Thomas, M. H. Sharieff (), Kotigari Reddi Swaroop and Ravi Shankar Bhakat
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Syed Kazim: JAIN (Deemed-to-be-University)
Ajai Abraham Thomas: Kristu Jayanti College Autonomous
M. H. Sharieff: JAIN (Deemed-to-be-University)
Kotigari Reddi Swaroop: NMIMS Deemed to be University
Ravi Shankar Bhakat: Management Development Institute

Chapter Chapter 18 in Research on Islamic Business Concepts, 2023, pp 301-313 from Springer

Abstract: Abstract Cosmetics is one of the fastest-growing industries in India and across the globe. In order to capitalize on the growing industry, many new products are being introduced by various companies. In order to promote these products, companies are coming up with various kinds of advertisements on different platforms to create awareness and sell their products. Generally, the behavior of people has an impact based on what they see and what consumers have on their minds. And, among the various forms of media, advertisements are of the most impact and influential media in today’s times. The study is an effort to see how advertisements have an impact on the personality of youth watching advertisements in Bengaluru City. This research paper explores the tendency among youth to develop a Hedonistic personality disorder by watching various cosmetic advertisements.

Keywords: Cosmetics and personal care; Advertising and communication; Hedonistic; Young consumer behavior (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/978-981-99-5118-5_18

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