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

The use of cosmetics among Iranian teenagers and youths has increased more than ever before. 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).

This cross-sectional study was conducted with 384 students, selected based on multistage sampling. Data were collected using a two-part questionnaire that included demographic variables and PWM questions. Then multiple regression analysis was used in SPSS (version 20).

There was a significant difference in the frequency of daily cosmetic 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 friends (p-value = 0.023). Prototypes were the strongest predictor of using cosmetics (OR = 1.317, p-value <0.001), followed by attitude (OR = 1.241, p-value <0.001).

Prototypes (social imagination) and attitudes were the main predictors of using cosmetics among female students. To be effective in targeting cosmetic use, interventions must target both social and individual paths.