The Influence of Temptation on Female Preferences for Premium Personal Care Products

Abstract

Temptation is a powerful and complex force that plays a significant role in human behaviour and decision-making. Female temptation during selection of premium personal care products (PPCPs) is driven by a complex interplay of factors that extend beyond basic products attributes. This temptation is not merely a result of the product’s functional benefits but is deeply rooted in the symbolic and experiential value that premium products offer. This study investigates the factors contributing to female temptation during the selection of premium personal care products, utilizing Exploratory Factors Analysis (EFA) and Structural Equation Modelling (SEM) through Smart PLS. The research aims to identify and quantify the underlying constructs that influence purchasing decisions in this market segment. EFA is employed to uncover the key dimensions of temptation, revealing factors conspicuousness, status consumption, brand-name consciousness, and need for uniqueness. These factors are then modelled using smart PLS to examine the relationship between them and their impact on female temptation during selection of PPCPs and its impact on willingness to pay a premium price. The result indicates that all factors are the most significant drivers of temptation, leading to a higher willingness to pay a premium price. The study provides a robust framework for understanding the complex dynamics of female temptation in PPCPs and while price sensitivity is acknowledged, it is frequently outweighed by the female temptation to premium brands.