Introduction
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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American social psychologist and original developer of the theory of Cognitive Dissonance Leon Festinger breaks down his theory into two main parts. First, the presence of dissonance, inconsistency or unpleasantness, will psychologically motivate a person to achieve consonance, consistency or pleasantness (Festinger 3). Psychologist Elliot Aronson, key researcher in the 20th century of this theory, expands on the definition of dissonance to be more straightforward. Dissonance occurs when a person holds two ideas, beliefs, or opinions at the same time that are contradictory with one and other. Part two of the theory states that a person will attempt to avoid situations or knowledge that would possibly or pro...
Over the past couple of years many companies of these cosmetic products released that they are against animal testing including LUSH Fresh Handmade Cosmetics, The Body Shop, and many others. There are still companies that still do test with animals; over 250 on PETA’s website. A large percent of these are well-known companies such as Johnson & Johnson, Estee Lauder, Procter & Gamble, L’Oreal, and others that may surprise the consumer. The majority of these companies are producing the same products yet using different animal testing results. This causes the number of test subjects to be substantially larger than what is needed. The number of tests being conducted could be reduced if these companies either become anti animal testing or share results with other companies. This idea might seem like a long-shot since sharing information with their competitors seems ridiculous. If you take a step back from looking at each individual company, you’ll see that they are all conducting similar tests with similar products. Sharing results of these tests with other companies potentially selling similar products, with the same ingredients, will result in a large drop in animal testing (Search for Cruelty-Free
It is a very different motivation from what psychologists are used to dealing with but, as we shall see, nonetheless powerful” (p. 3). A few different factors determine the amount of dissonance individuals experience, including the degree to which one’s belief systems deviate from the regularity. Different cognitions, or types of knowledge, determine the overall strength of dissonance, for instance cognitions, which are connected to personal beliefs and the self, tend to result in stronger dissonance. Furthermore, the relation between dissonance and consonance could also play a role in the degree of strength of dissonance: the greater the dissonance, the more pressure there is to reduce it and reach consonance. When cognitive dissonance occurs, it often results in a conflict between a “person’s two beliefs or a belief and an action” (Festinger 1957, p.), and it is influential to individuals’ actions and behaviors. When a conflict arises, there are different steps individuals take to reduce the consequent dissonance. Festinger suggest three key strategies to minimize cognitive dissonance: (i) changing a behavioral cognitive element, or the focus is put on more supportive cognitive elements that outweigh the dissonant behavior; (ii) changing the environmental cognitive element, or the importance of the conflicting belief is reduced, and (iii) adding new cognitive elements, or the conflicting belief is changed in order to be consistent with other
Cooper, Joel. Cognitive Dissonance: Fifty Years of a Classic Theory. Los Angeles: SAGE, 2007. Print
Cognitive dissonance theory is the theory that we act to reduce the discomfort we feel when two of our thoughts are inconsistent. There are three methods that dissonance can be condensed. Individuals can modify one or more of the beliefs, attitude, behaviors, and more, this way the connection between the two elements are in agreement with one another. Another method is to gather new information that will compensate the dissonant beliefs. The third method is to decrease the importance of the beliefs, attitudes, behavior, and etc. Dissonance theory does not say that these methods will work; only people in the state of cognitive dissonance will use these methods to condense the degree of their dissonance. Cognitive dissonance theory
These animals used for testing products commonly include mice, rats, rabbits, monkeys, hamsters, guinea pigs, dogs and cats. These animals are forced to test new products before they are sold to humans, and even though there are numerous valid substitutes for us to test products on, the law doesn’t require that we do. What’s even more horrifying is that no animal experiment is illegal, and therefore these ‘tests’ can be completely irrelevant to human health, and no matter how painful or cruel the test may be to animals it is completely legal. Some companies that test their products on animals include Almay, Johnson & Johnson, Clearasil, Axe, Lancôme (owned by L’Oréal), and Pantene (owned by Procter & Gamble).
Cognitive dissonance is having inconsistent thoughts, beliefs, or attitudes, thus relating in behavior or attitude changes. Attitude or thoughts are more likely to shift due to one’s behavior and actions. Cognitive dissonance can be seen in Jonestown and the KKK. This psychological technique is used to get people to join the cult and ultimately become members. In Jonestown the
“Humans are not a rational animal, but a rationalizing one” (“Class 20”). This was asserted by the much acclaimed, significant, and influential social psychologist Leon Festinger as referencing to his theory of Cognitive Dissonance. Social psychology is “a branch of psychology particularly concerned with understanding social behaviors such as” incentive and compliance (Sheehy). Festinger’s contributions to the social and cognitive branches of psychology as well psychology overall prove themselves worthy to today. This theory specifically challenged many common notions that were seemingly already accepted by behaviorists everywhere during his time (Tavris and Aronson). Its reality awakens its verifications. Consecutively, its “enormous motivational power” affects many on a daily basis (Tavris and Aronson). In the final analysis, the theory of Cognitive Dissonance by Leon Festinger is fundamental to behaviorism while directly changing the way human beings across the planet think and do.
Some persuasion research studies identified an individual’s “compelling needs” as the want “for emotional security” (Larson, C., 2013, p. 190). This need constructs emotional concern regarding futuristic emotions, unmet needs, well-being and security (Larson, C., 2013, p. 190). When these needs are left unmet, individuals become discontent, distressed and motivated to seek ways to resolve the stress (Larson, C., 2013, p. 187). S...
Each year, thousands of animals are brutally tortured in laboratories, in the name of cosmetic research. A movement to ban animal testing for cosmetic purposes has been gaining popularity, with many companies hopping on the bandwagon against this research. New alternatives have been developed to eliminate the necessity to test on animals. This is only a small beginning of what is necessary to end these immoral acts. Animal testing in cosmetics is useless and cruel, and can be accomplished by other methods of research to end the suffering of animals.
Animal testing has long played a part in the science of testing, and it still plays a very important role in the medical world. Testing on animals in order to create a cure for AIDS is one thing, but testing on animals for human vanity is another. Animal testing is used to test the safety of a product. It has kept some very unsafe substances out of the cosmetic world. However, in this day in age, animal testing is not the only way to test the safety of a product. Animal testing in cosmetics has decreased over the years. However, it is still used by many companies in America. Animal testing is not only cruel, but it is also unnecessary in today’s advanced scientific world.
The human psyche frequently experiences the phenomena of internal contradiction, followed by an internal struggle for some semblance of balance or consistency (Hall, 1998). Cognitive dissonance acts as motivation for people to behave in a manner that effectively reduces said dissonance and restores balance. Leon Festinger’s theory of cognitive dissonance explores this occurrence and the subsequent actions that people take in order to create a balance between their ideals.
Simple household items such as lotions, shampoos and cosmetics aren’t very expensive and are within reach for the public, yet the public is not knowledgeable of the fact that the products that they use everyday are put through a series of tests which involve the use of harmless animals. Several large commercial companies do not make products for animals; they decide that using these harmless creatures for the testing of their products, could be cause to be harmful to animals still go forward with these types of procedures on an everyday basis. Although these animals are unable to defend themselves or signs of any form of consent for the near death procedures, these companies find this as a cheap solution for testing their products before placing them on the market. There are many other alternatives to testing animals such as embryonic stem cell research. Animal experimentation is wrong and it can be avoided but companies which are greedy for money chose not to.
The psychology of interpersonal relationships. New York: Wiley & Co. McLeod, S. (n.d.). Retrieved from http://www.simplypsychology.org/cognitive-dissonance.html Myers, D. G. (2011). Exploring the psychology of the human mind.
It still comes as a surprise to me that with all the technology in today’s society, we are still relying on animals for cosmetic research. Some people think that it is acceptable and even justified to test on mere animals rather than risk hurting people. So, for these kinds of people, animal testing makes perfect sense. However, in my opinion, animals are living creatures and have the right to live out their lives as nature intended rather than simply surviving in cages while being poked and prodded with whatever scientists fancy. I think it is depressing and sort of grotesque that I am using products that have been tested on animals that are even commonly bred as our pets. So, I began my research to find out what companies still test on animals, why they do so, and what other alternatives they could use in place of animal testing.