AUTHOR=Moslehi Shandiz , Tavan Asghar , Narimani Sajjad , Ahmadi Fatemeh , Kazemzadeh Masoomeh , Sedri Nadia 

TITLE=Predisposing factors of using cosmetics in Iranian female students: application of prototype willingness model

JOURNAL=Frontiers in Psychology

VOLUME=Volume 15 - 2024

YEAR=2024

URL=https://www.frontiersin.org/journals/psychology/articles/10.3389/fpsyg.2024.1381747

DOI=10.3389/fpsyg.2024.1381747

ISSN=1664-1078

ABSTRACT=Background and Aim: More than ever, the use of cosmetics among Iranian teenagers and youths has reached an alarming level. This study investigated the predisposing factors of cosmetic use in female students of Ardabil University of Medical Sciences by using the Prototype Willingness Model (PWM).Methods: This cross-sectional study was conducted with 384 student, selected based on a multistage sampling. Data were collected using a questionnaire in two parts including demographic variables, and PWM questions. Then multiple regression analysis was used in SPSS (version 20).Results: There was a significant difference in the frequency of daily cosmetics use based on the education levels (F=3.845, P-value = 0.034). The average daily use of cosmetics was higher in students whose use of cosmetics was high in their family (P=0.024) and their friends (P-value=0.023). Prototypes was the strongest predictor of using cosmetics (OR=1.317, p-value < 0.001), followed by attitude (OR=1.241, p-value < 0.001).Conclusions: Prototypes (social imagination) and attitude were the main predictors of using cosmetics among female students. It is important that interventions target both social and individual paths to be effective in targeting cosmetic use.