Swarnali Roy travaille dans le cadre du CDP Cosmethics sur le sujet suivant : “Preventing the usage of Whitening Beauty Products by manipulating: Cognitive Dissonance: A cross cultural study”. La these est co-encadrée par Marie-Laure Gavard-Perret (CERAG), Benoit Allenet (TIMC / ThEMAS ) et Marie-Claire Wilhelm (CERAG).
The exploitation of the beauty industry through magazine covers, advertisements, tabloids, etc. has set varying ‘beauty’ standards befitting different socio-economic and cultural backgrounds for women. The notion of ‘ideal beauty’ and ‘being attractive’ as ‘white’ and ‘flawless’ has been propagated since colonial times and is further exacerbated by the glamour industry and entertainment media. A lot of beauty and health campaigns that try to make women feel good about their own skin colour and spread the message of the risks of using skin whitening products (SWP) have failed to persuade a certain section of women to prevent its usage. A recent concern finding health is being compromised as the dangerous side effects of using whitening beauty products are compounding. The dissonance that is created in the minds of these women when it comes to taking risks to attain a lighter skin shade offers a promising research direction to investigate the effectiveness of intensified message framing.
The study discusses the relevance of cognitive dissonance for understanding the prevention of whitening beauty products within the domain of beauty and health. The objective of the present study is to understand the mechanisms involved in decision making to evaluate the impact of two types of arguments (beauty vs. health consequences) and the creation of cognitive dissonance through free choice (accentuation of free choice vs. without) + 1 Control Group. The research question addressed in the ongoing study is “Will preventive messages reinforced with cognitive dissonance through free choice prevent the intention to use skin whitening products?”. The validation technique is a cross-cultural approach of collecting data from France, India and Lebanon via online survey forms. The goal of the experiment is to measure different explanatory, mediating or moderating variables of the effects of the stimuli. The current state of development involves finishing the data collection followed by analysis to factor out the most significant variables of impact.

Mis à jour le 15 décembre 2021