Animal testing has continued to be used throughout the makeup industry, with over 200 main stream brands actively testing on animals (PeTA, 2012). Some of which include prestigious brands such as Clinique, Elizabeth Arden and Lancôme. The need for change comes as animals are continuously being exploited by these large companies.
For all the testing of cosmetics and toiletry products on animals has been banned in the UK, laboratories that use mice, rats, birds, reptiles and amphibians are exempted from the minimal protections under the Animal Welfare Act (AWA). Furthermore many companies claim to be animal testing free in the UK but are not including products made abroad.
The issue arises as customers are aware of the negative impacts of animal testing and disagree with it, however are choosing to ignore. It is especially important to change attitudes now as customers are becoming more scrutinising than ever due to the development of the new consumer. It will be discussed how animal cruelty organisations can change the attitude of the general public and customers, ultimately aligning their belief's with their behaviours.
1. Problems Marketing Executives Face
1.1 Cognitive Dissonance
Looking at individual psychology and how it affects attitudes- in this industry in particular cognitive dissonance is the most prominent issue marketing executives must overcome.
Cognitive dissonance theory is concerned with the relations among cognitive elements (cognitions). When two cognitions are in dissonant relation the person with those two cognitions is said to have dissonance (Festinger's, 1957). Dissonance is taken to be an aversive motivational state; persons will want to avoid experiencing dissonance, and if they do, they wil...
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...tiple Source Effect, Journal of Personality and Social Psychology.
Key Note (2013). Green & Ethical Consumer Market Update. [Online]. Last accessed 26.04.2014: https://www.keynote.co.uk/market-intelligence/view/product/10854/green-%26-ethical-consumer/chapter/7/fashion-and-beauty?highlight=fair trade cosmetics
O'KEEFE, D (2002) Persuasion Theory & Research 2nd ed., Illinois, USA
People for the Ethical Treatment of Animals [PeTA] (2012). Go Cruelty-Free. [Online]. Last accessed 25.04.2014: http://www.peta.org.uk/features/easy-way-to-go-cruelty-free/
PETTY, R. E. & CACIOPPO, J. T. (1984), The Effects of Involvement on Responses to Argument Quantity and Quality: Central and Peripheral Routes to Persuasion, journal of Personality and Social Psychology.
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