Volume 2 Issue 4 | 2025 | View PDF
Paper Id:IJMSM-V2I4P131
doi: 10.71141/30485037/V2I4P131

Impact of Psychological Trigger in Celebrity Endorsements on Consumer Buying Behaviour: A Study with Special Reference to L'Oréal Paris in Coimbatore District

Dr. Karthika Murugan, Shobika Kalimuthu

Citation:
Dr. Karthika Murugan, Shobika Kalimuthu, "Impact of Psychological Trigger in Celebrity Endorsements on Consumer Buying Behaviour: A Study with Special Reference to L'Oréal Paris in Coimbatore District" International Journal of Multidisciplinary on Science and Management, Vol. 2, No. 4, pp. 298-308, 2025.

Abstract:
Celebrity endorsement and emotional appeals are very important factors in influencing consumer perception in the beauty and cosmetics business. This paper aims to explore how certain psychological factors work in celebrity endorsement emotional appeals, attraction, expertise, and trustworthiness as influential factors on consumer buying behaviour towards L’Oréal Paris. A descriptive study design was employed, and primary data were collected from 342 women consumers in Coimbatore using a structured questionnaire administered. Data were analysed with descriptive and correlation analysis techniques through the use of SPSS software. Results showed that celebrity endorsement and emotional appeals have an average influence on consumer perceptions and that they are not major direct factors in buying behaviour. Product characteristics, such as its specifications and suitability, were found to be major factors in purchase decision-making. Moreover, the increasing disparity between consumer perceptions of the trustworthiness of celebrities and the advertised product has also come into focus in this study. The conclusion is that an influential marketing mix with an appropriate fusion of trustworthy endorsement and effective product communication could be an appropriate promotional strategy for L’Oréal Paris on its journey towards increasing consumer trust and loyalty.

Keywords: Attractiveness, Emotional Appeal, Expertise, and Trustworthiness.

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