Psychophysiological Study of Cosmetics Behavior: Psychophysiological Effects of Self-touching When Applying Cosmetics for Skincare

Abstract

In this study, the physiological and psychological effect of intentional self-touching during skincare by users of cosmetics is considered. Self-touching is defined as the action where pressure is applied to the cheeks with both hands after lotion application in this study. For physiological indicators, an electrocardiogram was taken and respiration was measured, and for psychological indicators, subjective emotions were assessed. From the results of the experiment, shallow breathing increased and emotions such as “Satisfaction”, “Enjoyment”, “Vitality”, “Luxury” and “Tokimeki” occurred from self-touching after lotion application. Changes in physiological response and the arousal of subjective emotions indicated that self-touching increased outward awareness.