A study of 297 women aged from 27 to 65 years found that they were more motivated to persist with special diets, vitamins, creams, Botox or plastic surgery if they believed these had so far failed to make them look significantly younger.
The researchers, Professor Brett Martin and Dr Rana Sobh, found that women who used these means to look younger were trying to avoid a ‘feared self’ – an image of themselves they had of appearing wrinkled and old.
They have found that when women want to avoid this feared self, they kept trying if they perceive themselves to be failing, but as soon as they began to succeed their anxiety lessened and they stopped trying.
Professor Martin, of the University of Bath, UK, and Dr Sobh, of Qatar University, found that of those women who felt that the treatments they were taking were not working, 73 per cent wanted to continue using them. Among those women who felt the treatments were working, only 45 per cent wanted to continue.
“This study is more evidence for the belief that when someone is thinking negatively about themselves, and they try and fail to improve their situation, they will be motivated to try again,” said Dr Sobh, of Qatar University’s College of Business.
“How women imagine themselves in the future has a strong effect on how motivated they are to keep using a product or service such as creams or other treatments for ageing.
“When people dwell on a negative future, they are motivated by fear, yet as they move away from this feared state – say a wrinkled skin – they become less motivated to carry on using a product or service.”
Professor Martin, who has carried out a study on men and women using gyms, said: “This doesn’t just apply to women – men have a similar psychology about using a gym to get fit and look good.”
Professor Martin said that as people became happier with their bodies, so they entered a more positive frame of mind. In this state, they became more strongly motivated by success and not by failure, as before, something the researchers believe marketers should bear in mind when selling their products.
Of the 297 women in the study, in the previous year:• 37 % had used a special diet
Tony Trueman | alfa
'Living bandages': NUST MISIS scientists develop biocompatible anti-burn nanofibers
16.02.2018 | National University of Science and Technology MISIS
New process allows tailor-made malaria research
16.02.2018 | Eberhard Karls Universität Tübingen
For the first time, a team of researchers at the Max-Planck Institute (MPI) for Polymer Research in Mainz, Germany, has succeeded in making an integrated circuit (IC) from just a monolayer of a semiconducting polymer via a bottom-up, self-assembly approach.
In the self-assembly process, the semiconducting polymer arranges itself into an ordered monolayer in a transistor. The transistors are binary switches used...
Breakthrough provides a new concept of the design of molecular motors, sensors and electricity generators at nanoscale
Researchers from the Institute of Organic Chemistry and Biochemistry of the CAS (IOCB Prague), Institute of Physics of the CAS (IP CAS) and Palacký University...
For photographers and scientists, lenses are lifesavers. They reflect and refract light, making possible the imaging systems that drive discovery through the microscope and preserve history through cameras.
But today's glass-based lenses are bulky and resist miniaturization. Next-generation technologies, such as ultrathin cameras or tiny microscopes, require...
Scientists from the University of Zurich have succeeded for the first time in tracking individual stem cells and their neuronal progeny over months within the intact adult brain. This study sheds light on how new neurons are produced throughout life.
The generation of new nerve cells was once thought to taper off at the end of embryonic development. However, recent research has shown that the adult brain...
Theoretical physicists propose to use negative interference to control heat flow in quantum devices. Study published in Physical Review Letters
Quantum computer parts are sensitive and need to be cooled to very low temperatures. Their tiny size makes them particularly susceptible to a temperature...
15.02.2018 | Event News
13.02.2018 | Event News
12.02.2018 | Event News
20.02.2018 | Life Sciences
20.02.2018 | Life Sciences
20.02.2018 | Physics and Astronomy