Health Beauty Regimens, Inner Beauty, and Homo emotionalis versus Homo economicus

Abstract

Female respondents each evaluated sets of 48 unique vignettes, comprising messages about new regimens for ‘ beauty from within ’. The messages were sales and information messages that might likely appear in an advertisement. Respondents rated believability in the messages presented by the vignette, and from a set of different prices selected the price they would pay for the product described by each vignette. Deconstructing the rating assigned to