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
Purdue cancer identity technology makes it easier to find a tumor's 'address'
16.11.2018 | Purdue University
Microgel powder fights infection and helps wounds heal
14.11.2018 | Michigan Technological University
Researchers at the University of New Hampshire have captured a difficult-to-view singular event involving "magnetic reconnection"--the process by which sparse particles and energy around Earth collide producing a quick but mighty explosion--in the Earth's magnetotail, the magnetic environment that trails behind the planet.
Magnetic reconnection has remained a bit of a mystery to scientists. They know it exists and have documented the effects that the energy explosions can...
Biochips have been developed at TU Wien (Vienna), on which tissue can be produced and examined. This allows supplying the tissue with different substances in a very controlled way.
Cultivating human cells in the Petri dish is not a big challenge today. Producing artificial tissue, however, permeated by fine blood vessels, is a much more...
Faster and secure data communication: This is the goal of a new joint project involving physicists from the University of Würzburg. The German Federal Ministry of Education and Research funds the project with 14.8 million euro.
In our digital world data security and secure communication are becoming more and more important. Quantum communication is a promising approach to achieve...
On Saturday, 10 November 2018, the research icebreaker Polarstern will leave its homeport of Bremerhaven, bound for Cape Town, South Africa.
When choosing materials to make something, trade-offs need to be made between a host of properties, such as thickness, stiffness and weight. Depending on the application in question, finding just the right balance is the difference between success and failure
Now, a team of Penn Engineers has demonstrated a new material they call "nanocardboard," an ultrathin equivalent of corrugated paper cardboard. A square...
09.11.2018 | Event News
06.11.2018 | Event News
23.10.2018 | Event News
16.11.2018 | Health and Medicine
16.11.2018 | Life Sciences
16.11.2018 | Life Sciences