THE IMPACT OF LIPSTICK EFFECT ON PURCHASING INTENTION: THE CASE OF THE LEBANESE COSMETICS INDUSTRY

Abstract

The lipstick effect is motivated by women's desire to attract partners with resources and is driven by the intended mate-attracting function that these products perform. The study does not rule it out, but the emotions caused by the economic downturns make us suspect that other causes are likely involved in the lipstick's effect. Data from this study were collected using a self-administered questionnaire in Lebanon. The questionnaire was distributed to 250 people from the target group using Google Forms with customers who usually prefer to shop. The variables were explained to them, and only 180 respondents completed the questionnaires. This survey aims to collect information on people’s perceived usefulness, ease of use, perceived control, self-efficacyand enjoyment during 2022, as well as the descriptive characteristics of consumers who prefer to buy cosmetics products in Lebanon. The questionnaire responses were the main data source for statistics and hypothesis testing. The contribution of this study on the impact of the lipstick effect on purchasing intention during the crisis in Lebanon is to provide a better understanding of consumer behavior during economic downturns. By examining the factors that influence consumer purchase intention in the context of the lipstick effect, the study adds to the existing literature on consumer behavior duringa recession. In addition, by focusing on the specific case of Lebanon, the study provides insights into how the lipstick effect may vary across cultural and economic contexts.