A Study on the Influence of Appearance Variables upon the Intellectual Impression Formation.

외복변인의 지적 인상형성에 미치는 영향에 관한 연구

The purpose of this study is to inquire into the influence of appearance cues on the intellectual impression formations, whether there are differen-ces in the impression formation between the case which the appearance is partially percepted and the case wholely percepted. The study consists of the experiment of the factorial design with 5 independent variables of Face (intellectual and social), Hair Style (intellec-tual and social), Clothing Style (intellectual and social), Textile Pattern(single, color, dot, and stri-pe), and Presentation Level of stimuli (upper-half and full-length). The outcomes of study are as follows : 1) The intellectual impression formation was influenced by face, clothing style, and textile pat-tern, but clothing style and textile pattern were more influential than face. When the models with intellectual face wore in intellectual clothing style, they gave more additional intellectual impression. And when intellectual clothing was in single color, it conveyed more intellectual impression. Hair style had no main effect but it influenced on the impression formation through interaction with other variables. 2) There were differences in the formation of the intellectual impressions between the case the appearance was partially percepted and the case wholely percepted. The case of full-lenth pressen-tation was more influential than that of upper-half presentation.