Asian J Beauty Cosmetol. 2014; 12(5): 693-700.
A Study on the Evaluation of the Impression Formation of Men and Women Applying for a Personal Hair Color Change
ABSTRACT
This study would provide useful information with detailed data which is helping to form personal image in the positive way. The evaluation of personal impression showed more positive in the best hair color application rather than the worst. The method of collecting data was questionnaire with photo stimuli and semantic differential scale. Using convenience sampling, we sampled male and female university students in Chungcheongnam-do and Chungcheongbuk-do from 14th September to 10th October 2013. Experimental stimuli were photos which contained 8 versions of hair color changes with criteria of best-worst match and four seasons. Each seasonal hair type was shown by 80 students and total 320 responses were collected. Excluding incomplete or improper answered questionnaires, 306 cases were used for the final data analysis. The results of study were as follows. The statistical analysis showed significant differences of recognition in the personal impression formation between the worst and the best hair color match. All gender highly evaluated the factors of ‘feminine’, ‘individuality’ and ‘polished beauty’ and ‘strong’, applying the best hair color match. However there were significant differences in each gender in a case of appling the worst hair color. For male, they showed no significant difference in the factor of ‘activity’. However male students expressed negative impression in the factor of ‘complexity’. This negative effect of complexity was caused from the weakening of ‘intelligent’, ‘calm’, distinctive’ and ‘strong’ image elements. For female, statistically significant differences were shown in the factor of ‘feminine’, ‘individuality’, ‘polished beauty’ and ‘activity’ except ‘complexity’.
Keywords :
Hair color, Personal color, Best color, Worst color
