That’s what researchers found after interviewing nearly 300 women, ages 27 to 65, who were trying to achieve a more youthful appearance by using creams, vitamins and other beauty treatments. Surprisingly, women were more loyal to products and treatments when they didn’t work than when they did.

Researchers from the University of Bath, in England, and Qatar University studied women who had used various beauty treatments in the past year. The majority of the women had used anti-aging skin care and moisturizing products as well as vitamins. About half had used salon anti-aging treatments, and about a third had adopted special diets. About 3 percent had medical treatments such as Botox or chemical peels.

They found that among women who felt that the treatments were not working, only 27 percent had stopped using the products; the rest said they wanted to continue using them. But among women who felt the treatments were successful, 55 percent had stopped using them.

Why would a successful beauty treatment spur more quitters than one that failed? The reason may be that when people don’t feel good about themselves, fear is a more powerful motivator than success, say the researchers. Fears about looking older spur women to keep trying even when products don’t work. But once they have success, such as younger-looking skin, their anxiety dissipates, and they stop worrying about it.

“This study is more evidence for the belief that when someone is thinking negatively about themselves, and they try and fail to improve their situation, they will be motivated to try again,” said Rana Sobh, of Qatar University’s College of Business. “How women imagine themselves in the future has a strong effect on how motivated they are to keep using a product or service such as creams or other treatments for aging.'’

Other studies have shown a similar effect for men who use gym equipment. In that research, the fear of looking bad was a more powerful motivator than the hope of looking good.

University of Bath marketing professor Brett Martin said that attitudes change as people become happier with their bodies. People who are happy with themselves and in a more positive frame of mind are more strongly motivated by success than failure.

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