The limitation in this paper is that the experiments did not ask the participants buying
cosmetic products and tasting chips five times repeatedly for real. Participants only
imagine how they feel and then answer the question. It may cause some difference
compared to participants buying the products in person.
Furthermore, in manipulate participants’ knowledge part, come participants may have
already a cosmetic product expert in real life, but she randomly chose “novice”
experiment. It may bring the different feeling compared to a real novice consumer in
the reality. We could not control each participants’ knowledge level before doing the
test. As a result, future studies may provide an experiment room for the participants to
do the test after knowing each participants’ knowledge background to improve this
paper and do a more authentic experiment.
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Appendix
Study 1- Expertise condition Hello,
I’m Chiang Wei-Ting, a Master degree student from National Taiwan Normal University. This study aims to understand consumer behavior, we therefore kindly ask you for a few minutes of your time. All your answers are anonymously, voluntary and confidential. Your answers will not be used individually, but all answers will be collected and then analyzed together. Thank you very much!
With best regards, Chiang Wei-Ting Dr. Chang Chia-Jung
Step 1 Please answer the questions after reading the following information.
Looking at the award-winning products of UrCosme (@cosme TAIWAN) in 2017 year, we found effects. The makeup changed from hydrating to matte natural light to avoid the skin looks too shiny in the summer. This time, the LANCOME laser makes the skin white and light after using it. Air cushion powder - flawless version SPF50 + / PA + + +" is the key feature to win people’s heart.
Another key change was lipstick products in 2017.More different colors choices especially Japanese lipstick brands drew people’s attention successfully in 2017. The technological innovation is also very important. "Estee Lauder" breakthrough the essential oil lipstick color limitation. In the lipstick, "25% rare lip extract luxury oil" is added to the lip care. Moreover, the skin is saturated at
the same time. It can be seen that the innovation of color cosmetics is not only becoming freshness, but also fit consumers’ needs.
According to UrCosme2 website (@cosme TAIWAN), following is the result of Taiwanese popular cosmetic product in 2017. The form shows the features of each products of different brands.
Feature Brand Name of Product
Foundation Ettusais High-function makeup
pre-modifying SPF50+/PA++++
Concealer L’OREAL PARiS Clear light and clear focus pen
Blemish Balm Cream LANCOME Ultra-light UVBB cream
SPF50/PA++++
Color Control cream YSL Supermodel muscle dense
light CC cream SPF35/PA+++
Powder MAJOLICA MAJORCA Magic light powder
Foundation cle de peau Beaute Light Foundation
SPF17/PA++
Foundation Miss Hana face-lifting makeup
Shading Powder NARS NARSissist narcissistic dream
6 color cheek color plate
Brow brush MAYBELLINE Eyebrow lasting gel
Eye liner Pencil KATE TOKYO Evolution Edition Long
Lasting Liquid Eyeliner EX
Eye Shadow KATE TOKYO Magic eye shadow box
Mascara MAYBELLINE Thick U-shaped waterproof
mascara
Lipstick Estee Lauder Absolute desire of essential oil
lipstick
Lipgloss KATE TOKYO three-dimensional lip glaze
Lipstick GIORGIO ARMANI Luxury custom soft mist lip
According to above information, features of each product in different brand are different.
Consumers will choose the right products which is suitable for them.
2 UrCosme is the first cosmetics experience sharing portal in Taiwan, providing rich information about cosmetics products and beauty care products. Currently accumulating 716,041 pieces of experiences sharing and 45,066 cosmetic products in the databases. Consumers can check the merchandise reputation before shopping and have the smartest shopping decisions.
After reading this article… 2. Are you familiar with cosmetic products in
2017?
Totally disagree ß àTotally agree 1 2 3 4 5 6 7 ¨ ¨ ¨ ¨ ¨ ¨ ¨
Step 2 Please answer following questions while imaging the situation.
One day, you bought one of products (for example, lipstick) from the article. After using it, you are satisfied. How do you feel?
Goodß àExtraordinary 1 2 3 4 5 6 7
¨ ¨ ¨ ¨ ¨ ¨ ¨
This experience motivates you to buy the second products in this brand. How do you feel after purchasing the second items within the the third product in this brand. How do you feel?
Goodß àExtraordinary 1 2 3 4 5 6 7
¨ ¨ ¨ ¨ ¨ ¨ ¨
Now you have three products on your dressing table. After you buy the fourth product in this brand, how do you feel?
Study 1- Novice condition Hello,
I’m Chiang Wei-Ting, a Master degree student from National Taiwan Normal University. This study aims to understand consumer behavior, we therefore kindly ask you for a few minutes of your time. All your answers are anonymously, voluntary and confidential. Your answers will not be used individually, but all answers will be collected and then analyzed together. Thank you very much!
With best regards, Chiang Wei-Ting Dr. Chang Chia-Jung
Step 1 Please answer following questions.
1.Do you understand the cosmetic products trend in 2017 and features of cosmetic products in across brands?
STEP 2 Please answer following questions while imaging the situation.
One day, you bought one of products (for example, lipstick) from the article. After using it, you are satisfied. How do you feel?
Goodß àExtraordinary 1 2 3 4 5 6 7
¨ ¨ ¨ ¨ ¨ ¨ ¨
This experience motivates you to buy the second products in this brand. How do you feel after purchasing the second items within the the third product in this brand. How do you feel?
Goodß àExtraordinary 1 2 3 4 5 6 7
¨ ¨ ¨ ¨ ¨ ¨ ¨
Now you have three products on your dressing table. After you buy the fourth product in this brand, how do you feel?
Goodß àExtraordinary 1 2 3 4 5 6 7
¨ ¨ ¨ ¨ ¨ ¨ ¨
Now you have four products of this brand.
How do you feel after purchasing the fifth product?
Goodß àExtraordinary 1 2 3 4 5 6 7
¨ ¨ ¨ ¨ ¨ ¨ ¨
Thank you again for filling the form.
Wish you have a nice day!
Study 2- Expertise condition and regulatory focus personality Hello,
I’m Chiang Wei-Ting, a Master degree student from National Taiwan Normal University. This study aims to understand consumer behavior, we therefore kindly ask you for a few minutes of your time. All your answers are anonymously, voluntary and confidential. Your answers will not be used individually, but all answers will be collected and then analyzed together. Thank you very much!
With best regards, Chiang Wei-Ting Dr. Chang Chia-Jung
Step 1 Please answer the questions after reading the following information.
Looking at the award-winning products of UrCosme (@cosme TAIWAN) in 2017 year, we found effects. The makeup changed from hydrating to matte natural light to avoid the skin looks too shiny in the summer. This time, the LANCOME laser makes the skin white and light after using it. Air cushion powder - flawless version SPF50 + / PA + + +" is the key feature to win people’s heart.
Another key change was lipstick products in 2017.More different colors choices especially Japanese lipstick brands drew people’s attention successfully in 2017. The technological innovation is also very important. "Estee Lauder" breakthrough the essential oil lipstick color limitation. In the lipstick, "25% rare lip extract luxury oil" is added to the lip care. Moreover, the skin is saturated at
the same time. It can be seen that the innovation of color cosmetics is not only becoming freshness, but also fit consumers’ needs.
According to UrCosme3 website (@cosme TAIWAN), following is the result of Taiwanese popular cosmetic product in 2017. The form shows the features of each products of different brands.
Feature Brand Name of Product
Foundation Ettusais High-function makeup
pre-modifying SPF50+/PA++++
Concealer L’OREAL PARiS Clear light and clear focus pen
Blemish Balm Cream LANCOME Ultra-light UVBB cream
SPF50/PA++++
Color Control cream YSL Supermodel muscle dense
light CC cream SPF35/PA+++
Powder MAJOLICA MAJORCA Magic light powder
Foundation cle de peau Beaute Light Foundation
SPF17/PA++
Foundation Miss Hana face-lifting makeup
Shading Powder NARS NARSissist narcissistic dream
6 color cheek color plate
Brow brush MAYBELLINE Eyebrow lasting gel
Eye liner Pencil KATE TOKYO Evolution Edition Long
Lasting Liquid Eyeliner EX
Eye Shadow KATE TOKYO Magic eye shadow box
Mascara MAYBELLINE Thick U-shaped waterproof
mascara
Lipstick Estee Lauder Absolute desire of essential oil
3 UrCosme is the first cosmetics experience sharing portal in Taiwan, providing rich information about cosmetics products and beauty care products. Currently accumulating 716,041 pieces of experiences sharing and 45,066 cosmetic products in the databases. Consumers can check the merchandise reputation before shopping and have the smartest shopping decisions.
lipstick
Lipgloss KATE TOKYO three-dimensional lip glaze
Lipstick GIORGIO ARMANI Luxury custom soft mist lip
According to above information, features of each product in different brand are different.
Consumers will choose the right products which is suitable for them.
After reading this article… 2. Are you familiar with cosmetic products in
2017?
Totally disagree ß àTotally agree 1 2 3 4 5 6 7 ¨ ¨ ¨ ¨ ¨ ¨ ¨
Step 2 Please answer following questions while imaging the situation.
One day, you bought one of products (for example, lipstick) from the article. After using it, you are satisfied. How do you feel?
Goodß àExtraordinary 1 2 3 4 5 6 7
¨ ¨ ¨ ¨ ¨ ¨ ¨
This experience motivates you to buy the second products in this brand. How do you feel after purchasing the second items within the the third product in this brand. How do you feel?
Goodß àExtraordinary 1 2 3 4 5 6 7
¨ ¨ ¨ ¨ ¨ ¨ ¨
Now you have three products on your dressing table. After you buy the fourth product in this brand, how do you feel?
Goodß àExtraordinary 1 2 3 4 5 6 7
¨ ¨ ¨ ¨ ¨ ¨ ¨
Now you have four products of this brand. Goodß àExtraordinary
How do you feel after purchasing the fifth product?
1 2 3 4 5 6 7
¨ ¨ ¨ ¨ ¨ ¨ ¨
Step 3 Using the scale below, please fill the appropriate number in the blank beside each item.
1 2 3 4 5 6 7 8 9 Not at all Very true true of me of me 1. ＿ In general, I’m focus on preventing negative events in my life.
2. ＿ I am anxious that I will fall short of my responsibilities and obligations.
3. __ I frequently imagine how I will achieve my hopes and aspirations.
4. __ I often think about the person I am afraid I might become in the future.
5. __ I often think about the person I would ideally like to be in the future.
6. __ I typically focus on the success I hope to achieve in the future.
7. __ I often imagine myself experiencing bad thing that I fear might happen to me.
8. __ I frequently think about how I can prevent failures in my life.
9. __ I am more oriented toward preventing losses than I am toward achieving gains.
10. __ My major goal in school right now is to achieve my academic ambitious.
11. __ My major goal in school right now is to avoid becoming an academic failure.
12. __ I see myself as someone who is primarily striving to reach my “ideal self “—to fulfill my hopes, wishes, and aspirations.
13. __ I see myself as someone who is primarily striving to become the self I “ought“ to be—to fulfill my duties, responsibilities, and obligations.
14. __ In general, I am focused on achieving positive outcomes in my life.
15. __ I often imagine myself experiencing good things that I hope will happen to me.
16. __Overall, I am more oriented toward achieving success than prevention failure.
Thank you again for filling the form.
Wish you have a nice day!
Study 2- Novice condition and regulatory focus personality Hello,
I’m Chiang Wei-Ting, a Master degree student from National Taiwan Normal University. This study aims to understand consumer behavior, we therefore kindly ask you for a few minutes of your time. All your answers are anonymously, voluntary and confidential. Your answers will not be used individually, but all answers will be collected and then analyzed together. Thank you very much!
With best regards, Chiang Wei-Ting Dr. Chang Chia-Jung
Step 1 Please answer following questions.
1.Do you understand the cosmetic products trend in 2017 and features of cosmetic products in across brands?
Step 2 Please answer following questions while imaging the situation.
One day, you bought one of products (for example, lipstick) from the article. After using it, you are satisfied. How do you feel?
Goodß àExtraordinary 1 2 3 4 5 6 7
¨ ¨ ¨ ¨ ¨ ¨ ¨
This experience motivates you to buy the second products in this brand. How do you feel after purchasing the second items within the the third product in this brand. How do you feel?
Goodß àExtraordinary 1 2 3 4 5 6 7
¨ ¨ ¨ ¨ ¨ ¨ ¨
Now you have three products on your dressing table. After you buy the fourth product in this brand, how do you feel?
Step 3 Using the scale below, please fill the appropriate number in the blank beside each item.
1 2 3 4 5 6 7 8 9 Not at all Very true true of me of me 1. ＿ In general, I’m focus on preventing negative events in my life.
2. ＿ I am anxious that I will fall short of my responsibilities and obligations.
3. __ I frequently imagine how I will achieve my hopes and aspirations.
4. __ I often think about the person I am afraid I might become in the future.
5. __ I often think about the person I would ideally like to be in the future.
6. __ I typically focus on the success I hope to achieve in the future.
7. __ I often imagine myself experiencing bad thing that I fear might happen to me.
8. __ I frequently think about how I can prevent failures in my life.
9. __ I am more oriented toward preventing losses than I am toward achieving gains.
10. __ My major goal in school right now is to achieve my academic ambitious.
11. __ My major goal in school right now is to avoid becoming an academic failure.
12. __ I see myself as someone who is primarily striving to reach my “ideal self “—to fulfill my hopes, wishes, and aspirations.
13. __ I see myself as someone who is primarily striving to become the self I “ought“ to be—to
13. __ I see myself as someone who is primarily striving to become the self I “ought“ to be—to