Year: 2024
Type: article
Abstract: This study analyzed the impact of women’s hairstyles on impression formation and likability based on interpersonal perception theory. Hairstyles were categorized by hair length (short, medium, long) and bangs style (up, partially down, down), and their effects on perceivers’ characteristics (hairstyle interest and satisfaction) were examined. The survey consisted of nine stimulus photographs, 39 pairs of adjectives on a semantic differential scale, 10 items measuring hairstyle interest, six items measuring hairstyle satisfaction, 10 items assessing likability toward the experimental models, and six items evaluating the perceived age of the models. The study sample consisted of students from fashion or beauty-related departments, with perceivers aged 18 to 49. Data were collected from October 15 to November 30, 2022, in metropolitan and mid-sized cities, with 447 valid responses used for final analysis. The data were analyzed using SPSS WIN 21.0, employing frequency analysis, principal component analysis with Varimax rotation, and factor analysis. Cronbach’s α was calculated for reliability, and analysis of variance (ANOVA), post hoc Duncan tests, and t-tests were conducted for further verification. The results showed that hairstyles had a significant impact on impression formation, with gentleness and attractiveness being the key factors. Hair length and bangs style were identified as the main contributors. Additionally, hairstyles affected both internal and external likability, with the partially down bangs style being the most effective in enhancing likability. Notably, perceivers with higher interest in hairstyles showed higher likability. This study confirms that hairstyles are an important factor in shaping personal image and developing marketing strategies.
Authors: Sang-Bin Jung, Ji-Yeon Jang
Institution: Wonkwang University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4405900812