How do appearance and fragrance influence expectations and conceptual associations of cosmetic products? An exploratory case study with liquid hand soap

Abstract

AbstractThe visual appearance and olfactory cues of liquid soap can trigger powerful expectations and associations in consumers' mind, which largely influence purchase decisions and shape product experience. In this context, the aims of the present work were: (a) to study the effect of appearance (color and transparency) and fragrance on conceptual associations and expectations of liquid hand soap and (b) to evaluate if preference patterns moderate such effect. Eight samples of liquid hand soap were obtained following a full factorial design with three 2‐level variables: fragrance (herbal vs. fruity), color (green vs. orange), and transparency (transparent vs. pearly). Samples were evaluated by 104 female participants, who rated their liking and used a check‐all‐that‐apply question to describe the samples in terms of sensory characteristics, expected functional aspects of the product, and conceptual associations. Results showed that appearance and transparency did not influence consumer liking. However, fragrance had a significant effect on consumer liking, expectations and conceptual associations of liquid hand soap. The effect of fragrance on expectations and conceptual associations depended on consumer liking of the fragrance. In addition, pearly appearance did not influence liking but had a significant effect on consumer expectations regarding functional aspects of the liquid hand soap.Practical applicationsConsumers associated the fragrance they preferred with a higher cleansing ability and perceived skin improvement, as well as with more positive emotional and conceptual associations. Pearly appearance was positively associated with functional aspects of the soaps, such as cleansing and moisturizing effects.