Some women have a frightening picture of themselves, a picture that encourages them to turn to cosmetic treatments, including creams, Botox and surgery.
Many women are fearful that they look old and wrinkled, say researchers from the University of Bath and Qatar University.
To deal with their fear, they turn to services and procedures that they think will let them turn back the hands of time and give them a youthful appearance.
The study, which targeted the behaviors of nearly 300 women between the ages of 27 and 65, discovered that many women will continue to use a product or service even in the face of evidence that it is not effective.
According to Dr. Rana Sobh, of Qatar University, the study shows that people who have a negative perception of themselves try to make improvements, and they will try again and again in spite of their failure to make change.
Fear drives people who see a negative picture; if they can overcome their fear, they are less likely to continue using a product or service.