LIPSTICK EFFECT IN ROMANIA: PROPENSITY TO BUY COSMETICS AND STOCK MARKET EVOLUTIONS
Journal Title: Annales Universitatis Apulensis series Oeconomica - Year 2012, Vol 14, Issue 2
Abstract
Usually, consumer spending declines during recession. Cosmetics seem to disobey this rule; there are evidences to prove that women spending on beauty products increased during the economic turmoil. The scarcity of detailed data regarding this industry makes very hard to test this effect. The present paper tries to overcome the problem, proposing an alternative methodology to analyze if the propensity to buy beauty products, especially lipstick, increased during the last economic crisis. More exactly, we use the normalized number of individuals searching from Romania the world “ruj” (lipstick) on Google as a proxy of aggregate weekly propensity to buy these products and we investigate if BET evolutions (as a proxy for the financial turmoil) are inversely correlated with it. The results drawn from the empirical analysis show the presence of such an inverse correlation on the Romanian market. The decision to buy cosmetics and especially lipstick (a product that instantly change the person imagine and could serve as a rapid mood enhancer) seems to be driven by psychological factors and less by rational ones.
Authors and Affiliations
Murgea Aurora
Keywords
Related Articles
- EP ID EP130386
- DOI -
- Views 101
- Downloads 0
EUROPEAN UNION CONSUMERS’ VIEWS ON THE PROTECTION OF THEIR PERSONAL DATA: AN EXPLORATORY ASSESSMENT
The increasing marketing efforts of the organizations based on the acquiring, processing, storage and employment of the consumers’ personal data have imposed the reconsideration, both from the theoretical and practical p...
EMOTIONS THAT INFLUENCE PURCHASE DECISIONS AND THEIR ELECTRONIC PROCESSING
Recent studies have shown that most of our purchasing choices and decisions are the result of a careful analysis of the advantages and disadvantages and of affective and emotional aspects. Psychological literature recogn...
AUDIT INFORMATION CONTENT
The audit of computer systems shows at least two features that make the audit work not includable in other audit processes such as internal audit and financial audit. These two particularities refer to the specific softw...
FUNDAMENTAL ASPECTS REGARDING YOUTH AND THEIR DECISION TO PRACTICE TOURISM
Tourism is an activity carried on by individuals, which is usually enjoyed, and to better understand this economic phenomenon we must understand the person’s behaviour – the psychology of tourists and of those who could...
STRATEGIES IN OPTIMIZING THE OUTPUT OF FINANCIAL REPORTING: PROJECT FOR A NATIONAL PERSPECTIVE
Our paper presents the scientific demarche that we are developing through a current accounting research project. Prior to its implementation, the final steps of the project are being presented for discussion and debate....