Journal of the Korean Society of Costume (복식)

The Korean Society of Costume (한국복식학회)
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The Relationship Between Self-Consciousness and Appearance Management Behavior of Older Women

노년 여성의 자아의식과 외모관리행동과의 관계

  • Ryoo, Hyun-Hye (Dept. of Fashion Industry, Catholic University of Daegu) ;
  • Yoo, Tai-Soon (Dept. of Fashion Industry, Catholic University of Daegu)
  • 류현혜 (대구가톨릭대학교 패션산업학과) ;
  • 유태순 (대구가톨릭대학교 패션산업학과)
  • Published : 2007.11.30
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Abstract

This study is to examine the relation between self-consciousness and appearance management behavior; to grasp the appearance management behavior depending on self-consciousness which older women feel personally; to understand their needs more deeply; and to give support in planning and conducting marketing strategies effectively in the beauty and fashion market. The subjects of this study were aged women ranging 55 to 69 in age, living in Daegu and Geongsangbukdo. 500 questionnaires were distributed and 397 questionnaires out of 440 returned were used in the data analysis. The results through statistic analyses are following: 1. Among older women, the higher social self-consciousness group appeared to pursue six types of appearance management behavior(i.e., weight body-shape care, skin care, cosmetic behavior, hair care, cosmetic surgery, and clothing behavior) much more than the lower social self-consciousness group. 2. Compared with the lower private self-consciousness group, the higher private self-consciousness group appeared to care for not only weight body-shape care but also skin care, cosmetic care, and cosmetic surgery, clothing behavior with more interest in ordinary times. In terms of hair care, though, there was no significant difference between the higher private self-consciousness group and the lower private self-consciousness group. 3. There was no statistically significant difference between the higher social anxiety group and the lower social anxiety group in weight body-shape care, skin care, cosmetic behavior, hair care, cosmetic surgery, and clothing behavior.

Keywords

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