Meta-cognitive impairment in processing ingredients: the effects of jargon, list length and aids on young consumers’ evaluations of cosmetic products

• Published in: Young consumers Vol. 23; no. 1; pp. 129 - 143
• Main Author: Özdinç, Yalım
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Publishing Limited 23.03.2022; Emerald Group Publishing Limited
• Subjects: Between-subjects design; Cognitive ability; Confidence; Consumers; Cosmetics; Descriptive labeling; Experiments; Federal regulation; Information processing; Ingredients; Metacognition; Packaging; Skin; Terminology; New Zealand; Australia; United States > US; Cosmetic ingredients; Young consumers; List length; Message processing; Jargon; Cosmetics; Declarative on-pack aids; Meta-cognitive impairment
• ISSN: 1747-3616; 1758-7212
• DOI: 10.1108/YC-03-2021-1286

Purpose This study aims to examine the nonidentical impacts of identical panel information that discloses cosmetic ingredients by their English (i.e. low jargon; e.g. vitamin E) versus scientific names (i.e. high jargon; tocopherol instead) presented in short versus crowded panel on young consumers’ confidence in processing ingredients information and product judgements. In the same context, this study also explores the effects of declarative aids provided within the ingredients panel. Design/methodology/approach This study conducted four experiments by using a 2 (jargon: high, low) × 2 (ingredients list: short, long) between-subjects analysis of variance design. Findings Young consumers’ processing-confidence and product evaluations increase (decrease) when the panel is brief (crowded) and presents cosmetic ingredients in low (high) jargon (Experiments 1, 2). However, when it discloses a factual aid [i.e. ingredient functions; e.g. tocopherol (antioxidant)], confidence in processing even the high-jargon information, as well as product judgements, increases irrespective of the panel’s length (Experiment 3). Moreover, a fictitious aid (e.g. dryness-fighting “atomic robots”) stimulates the same effect and bolsters processing confidence and product evaluations irrespective of both jargon and panel’s length (Experiment 4). Originality/value Despite their heavy use of over-the-counter beauty/cosmetic products, little do we know how young consumers consult and use on-pack ingredients information provided in one format versus the other. To the best of the author’s knowledge, this study is the first experimental work investigating the cosmetics-consuming youth’s reactions to panel format and aids to processing.