Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Interaction Effects of Two Salient Cues on Males Fashion Images: Hair Lengths & Hair Colors

헤어 길이와 헤어 컬러가 남성의 패션 이미지에 미치는 상호작용효과

  • Published : 2004.10.01
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Abstract

Purposes of the study were to find out the joint effects of two salient appearance cues-hair colors and hair lengths on males fashion images, using 729 university students in Daejon city and a Chungnam province. The study was a quasi experiment; the dependent variables were hair lengths(4 levels) and hair colors(4 levels)and the dependent variable was a set of semantic different of scales which was consisted of 40 hi-polar adjectives, The data were analyzed by a factor analysis, 3-way ANOVA, and the results were as follows. Hair lengths effected on the image of five dimensions, salient, social, potency, evaluate and dynamics while hair colors effected on salients, social and potency dimensions. The most significant interaction effect between hair color and lengths were existed on the salient image: For the longer haired males, the color effects became less evident then normal to shorten haired males and it can be concluded that when two salient cues were combined one cue's effect became discounted.

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