Skin Lightening Product Use:The Impact of Advertising, Social Influences, and Self-Perceived Knowledge

The use of skin lightening products is increasing. Significant social and health concerns have been associated with the use of such products. Advertisers have been the target of much of the 'blame' for this increase in demand. In the current research, we explore the relative impact of advertising, social influences, and self-perceived (subjective) knowledge on 359 young adults from India who use or are familiar with skin lightening products. Our results indicate that social forces have a greater influence on the use of skin lightening products than do advertising and self-perceived knowledge forces. The partial mediation effects of attitudes towards skin lightening products and the moderating effects of need to belong and susceptibility to peer influences were also explored and found to be significant in some cases.