Understanding and Targeting Consumer Behaviour in the Cosmetics Industry: The Role of Cognitive Decision-Making Styles and Digital Marketing

Chuchu Gu

2025

Abstract

Consumer behaviour in the cosmetics industry is shaped by a complex interplay of psychological mechanisms that influence purchasing decisions. In this rapidly evolving market, rational decision-makers and emotional decision-makers are more susceptible to dif-ferent digital marketing strategies. Drawing on the Expected Utility Model and Prospect Theo-ry, this analysis explores how consumers assess costs, benefits, and perceived gains or losses when choosing products. Digital marketing strategies, particularly through social media, are examined as tools for aligning with these psychological drivers to foster brand loyalty and stimulate impulse purchases. The study also underscores the need to consider external factors, such as culture, lifestyle, and personality, in addition to cognitive influences, to craft more ef-fective and targeted marketing campaigns. By integrating these psychological insights, makeup brands can better engage both rational and emotional consumers, enhancing their competitive edge in a dynamic market.

Paper Citation

in Harvard Style

Gu C. (2025). Understanding and Targeting Consumer Behaviour in the Cosmetics Industry: The Role of Cognitive Decision-Making Styles and Digital Marketing. In Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC; ISBN 978-989-758-778-8, SciTePress, pages 723-728. DOI: 10.5220/0014002700004916

in Bibtex Style

@conference{prmc25,
author={Chuchu Gu},
title={Understanding and Targeting Consumer Behaviour in the Cosmetics Industry: The Role of Cognitive Decision-Making Styles and Digital Marketing},
booktitle={Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC},
year={2025},
pages={723-728},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0014002700004916},
isbn={978-989-758-778-8},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC
TI - Understanding and Targeting Consumer Behaviour in the Cosmetics Industry: The Role of Cognitive Decision-Making Styles and Digital Marketing
SN - 978-989-758-778-8
AU - Gu C.
PY - 2025
SP - 723
EP - 728
DO - 10.5220/0014002700004916
PB - SciTePress