What Makes Consumers Buy: A Study of Go–Stop Psychological Signals in L'Oréal's FMCG Marketing

Main Article Content

Jiaxin Shi
Henan Vocational College of Agriculture, Zhengzhou, China

DOI: https://doi.org/10.70267/fer.250302.400406

Keywords

approach–avoidance conflict, regulatory focus theory, FMCG marketing, consumer psychology, L’Oréal

Abstract

The fast-moving consumer goods (FMCG) beauty market, as part of the beauty industry, is marked by short purchase cycles, high brand competition, and consumer behaviour characterized by alternating states of impulsive and deliberate consumption. The need to grasp the underlying psychology of consumer behaviour in the FMCG beauty market has emerged as an essential marketing strategy for global brands. The following review paper aims to investigate the relationship between go-signals, consisting of approach-based psychological drivers such as promotional cues, scarcity appeals, promotion focus, and positive affect, and stop-signals, consisting of avoidance-based drivers such as risk perception, prevention focus, and cognitive resistance, in the FMCG beauty marketing arena. The paper is based on peer-reviewed scholarly articles on consumer psychology, regulatory focus theory, neuromarketing, and brand management and draws on the theoretical frameworks to discuss the documented marketing practice adopted by the global brand, L’Oreal. The gaps in the literature are also discussed, revealing the need for cross-cultural comparative and longitudinal studies on the go-stop signal relationship in the digital FMCG arena.

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Published
Jul 2, 2026
Issue
Vol. 3 No. 2 (2026)
Section
Research Articles
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How to Cite

Shi, J. (2026). What Makes Consumers Buy: A Study of Go–Stop Psychological Signals in L’Oréal’s FMCG Marketing. Financial Economics Research, 3(2), 400-406. https://doi.org/10.70267/fer.250302.400406