Sensory claims in digital skincare marketing

: the moderating role of consumer involvement

Abstract

This master thesis explores the impact of sensory-rich versus sensory-poor product descriptions on consumer behavior in online skincare shopping. Since digital commerce is growing and thus physical product interaction become limited, marketers increasingly rely on language to convey product value and to explain the product. Drawing on the Elaboration Likelihood Model and sensory marketing theory, this study investigates how linguistic style influences purchase intention, willingness to pay, perceived quality, and perceived risk. Additionally, it examines whether consumer involvement moderates these effects. A 2x2 between-subjects online experiment (N = 145) was conducted using a fictional sunscreen product. Participants were randomly assigned to one condition which was either a sensory-rich or sensory-poor product description and categorized into high or low involvement groups based on their responses to the Consumer Involvement Profile. Results showed no main effects of sensory language on behavior across the total sample. However, a significant interaction was found: sensory-rich language increased purchase intention and willingness to pay, but only among highly involved consumers. No significant effects were observed on perceived quality or skin-related risk. Notably, sensory-poor descriptions were rated as more effective in reducing uncertainty due to the lack of physical interaction.These findings suggest that the effectiveness of sensory language is conditional, working best for high involvement skincare consumers. Emotional resonance, not just cognitive elaboration, may drive these effects. The study calls for more nuanced models of involvement and encourages marketers to balance sensory and factual language based on audience characteristics.

Date of Award	26 Jun 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	João Niza Braga (Supervisor)