• 한국심리학회지 : 문화 및 사회문제
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• 제27권1호
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• pp.73-93
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• 2021

본 연구는 신체적 매력과 호감 지각이 한국인의 세대(청년과 중년) × 평가자 성별(남과 여) × 타겟 성별(남과 여)에 따라 어떻게 다르게 나타나는지 알아보고자 했다. 또한, 평가자들이 같은 타겟을 평가할 때 평가자가 동성이 만든 타겟을 이성이 만든 타겟보다 더 신체적 매력과 호감을 높게 평가하는지도 알아보았다. 이를 위해 120명의 대학생을 참여시켜 3D 프로그램을 사용하여 이상적인 외모와 신체를 가진 타겟을 만들었다. 그다음, 또 다른 240명(청년 남녀 각 60명, 중년 남녀 각 60명)이 타겟의 신체적 매력, 호감도를 평가하였다. 분석 결과, 신체적 매력과 호감도는 정적 상관이 있었지만, 집단 간 차이의 패턴은 달랐다. 즉, 신체적 매력은 타겟의 성별과 평가자 성별에서 성차가 나타났지만 세대 차이는 나타나지 않았다. 호감도의 경우 타겟의 성별에 따른 차이와 세대 차이가 나타났지만, 평가자의 성차는 나타나지 않았다. 마지막으로 평가자들의 성별에 따라 같은 타겟에 대한 호감 지각에 차이가 나타났다. 이러한 결과를 신체적 매력에 대한 진화론적 관점과 사회문화적 관점에서 논의하였다.

• 한국가정과학회지
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• 제2권2호
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• pp.17-28
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• 1999

The purpose of this study was to investigate the effects of children's individual characteristic on peer acceptance. The subjects were 234 6th grade elementary school children in Kwangju, Korea. The Questionnaires were used to collect the data on peer acceptance and social behavioral trait, physical attractiveness, demographic variables and the school achievement grade assessed by their teachers. The results were as follows : 1. Peer acceptance score, school achievement grade, prosocial behavior score, appearance score and physical attractiveness tend to be above the median scores. Aggression behavior score and withdrawal score tend to below the median scores. 2. The effect of individual characteristic variables on the peer acceptance found all significantly. 3. The influence of prosocial behavior, physical attractiveness, withdrawal behavior, aggressive behavior and school achievement grade on peer acceptance were found significantly. Prosocial behavior was the most influential variable on peer acceptance.

• 한국의류학회지
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• 제38권6호
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• pp.783-795
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• 2014

This study investigates how the physical attractiveness of salespeople and other customers and self-image congruence influence customer perception and brand attitude. As a result of a pretest, four types of pictorial stimuli were developed: physical attractiveness of salespeople (high/low) ${\times}$ that of other customers (high/low). Stimuli were developed using Photoshop CS. A total of 550 samples in two experiments were used and all respondents were women in their 20s and 30s. Data were analyzed using ANOVA and SEM. The result of analysis shows that the physical attractiveness of salesperson had a significant impact on perceived quality, but that of other customers did not. However, self-image congruence with other customers shows a significant effect on perceived quality; however, salespeople did not. The impact of the perceived product quality on brand attitude is higher than perceived service quality. This study adds to fashion retailing literature by demonstrating that physical attractiveness and self-image congruence can influence a customers' perception of product or service quality and brand attitude. It provides interesting insight into how retailers can use social factors as a strategic tool in a retail setting.

• 복식문화연구
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• 제24권1호
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• pp.93-106
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• 2016

Study objectives are: 1) to investigate the difference in consumer perceptions of the model's image and physical attractiveness according to advertising model types; 2) to explore the effect of the difference between the model's image and the consumer's self image, the difference between the model's image and the brand's image, and the physical attractiveness of the model on attitude toward the advertising model; and 3) to explore the effect of attitude toward the advertising model on attitude toward the advertisement. A total of 306 female consumers over the age of 45 participated in experiments with advertisement stimuli for a senior apparel brand. Results showed a significant difference in the model's images and physical attractiveness according to each model type. The consumer's attitude toward the advertising model was determined by physical attractiveness of the model, not by the difference between model's image and the consumers' self-image, nor by the difference between the model's image and brand image. Attitude toward advertisements was determined by attitude toward the advertising model. The findings imply that advertising models of a senior apparel brand can be selected based on the physical attractiveness of the model. Consumers do not consider whether the model's image fits well with their self-images or the brand's image when building an attitude toward the advertising model, and this precedes the consumer's attitude toward the advertisement. These results can be used as guidelines to select appropriate models for advertisements of senior apparel brands.

• 한국조리학회지
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• 제17권5호
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• pp.167-183
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• 2011

본 연구에서는 대학생 및 대학원생을 대상으로 패밀리레스토랑의 서비스 상황에서 지각된 직원의 신체적 매력도가 감정적 반응 및 고객만족도에 미치는 영향을 고찰하였으며, 이러한 인과관계에서 감정적 반응의 매개역할을 추가적으로 검증하였다. 패밀리레스토랑에서의 서비스 상황에 대한 시나리오 설문을 통해 총 249명의 대학생으로부터 자료를 수집하였다. 분석 결과, 고객에게 인지된 직원의 신체적 매력도는 감정적 반응(${\alpha}_{11}$=.624)과 고객만족도(${\alpha}_{21}$=.495)에 유의한 정(+)의 영향을 주는 것으로 나타났으며, 감정적 반응은 고객만족도(${\beta}_{21}$=.312)에도 유의한 정(+)의 영향을 주는 것으로 조사되었다. 또한 직원의 신체적 매력도가 고객만족도에 미치는 영향은 감정적 반응에 의해 부분적으로 매개되는 것으로 나타났다.

• 한국의류학회지
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• 제26권3_4호
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• pp.412-421
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• 2002

The main purpose of this study was to examine whether there exist physical attractiveness stereotype, ‘what is beautiful is good’on the evaluation of stimulus person’s task performance in present Korea. This study also examine the effects of the appropriateness of the stimulus person’s clothing and subjects’sexes on the task performance evaluation. The index of the physical attractiveness of this study was the facial attractiveness judged by 30 female university students. The appropriateness of clothing was manipulated by 4 types of clothing perceived appropriate for two assumed situations by female university students. Three female faces having high, medium, and low attractiveness were simulated with the same body dressed four types of clothing using CAD system, and a total of 12 stimulus persons were created. A total of 524 male and female(262 of male, 262 of female) university students from 3 universities in Kwangju, Korea were participated as subjects in this study. The design for the experiment was a $3\;{\times}\;4\;{\times}\;2$ randomaized factorial, with three levels of facial attractiveness (high, medium, low), and four types attire(formal-masculine, formal-feminine, casual-masculine, casual-feminine), two kinds of context (job interview, dating) in which perceptions were occurred. The data were analysed using MANOVA, Duncan test and F-test. The results were as fellows: 1. The stimulus person’s facial attractiveness exerted significant positive effects on the evaluation of task performance in both of two assumed situations (p<.001, respectively). 2. The appropriateness of stimulus person’s clothing did not influence on the task evaluation in both of two assumed situations. 3. The gender of subjects did not influenced the task performance evaluation in both of two assumed situations.

• Human Ecology Research
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• 제61권1호
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• pp.155-168
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• 2023

This study focused on working women's perceptions of social attractiveness and their appearance management behavior. Social attractiveness is defined as individuals' achieved attractiveness which can be expressed through social expressive power or social skills rather than innate physical appearance. This study was empirically conducted through questionnaires distributed to 200 working women in South Korea. According to the results, the participants recognized four factors constituting social attractiveness: physical appearance management, business manners, social skills, and sexual attractiveness. When they were asked to assess themselves on the same measures, these characteristics were further classified into six factors: business manners, feminine attractiveness, fashion sense, sociability, communication skills, and active appearance management. Their self-perceived social attractiveness was found to be influenced by all these factors in the order of feminine attractiveness, business manners, sociability, communication skills. Based on the self-presentation tendencies, the participants were classified into various groups, including the passive management group, daily life-oriented management group, work-oriented management group, neutral group, and active management group. The relative importance of the social attractiveness components was found to differ by group, although working women in all groups rated weight management higher than appearance management behavior. This study has implications in that it facilitates an understanding of the concept of social attractiveness and also provides a foundation base in terms of beauty consulting and marketing for working women to improve their social attractiveness.

• 한국의류학회지
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• 제46권1호
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• pp.182-198
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• 2022

Bullying at school results in a variety of psychological and social issues. Even after victims reach adulthood, these issues do not resolve and can have detrimental effects. The purpose of this study is to explore the effect of school bullying victimization on body appreciation in adulthood. Considerations include multi-mediating effects of physical attractiveness comparison and ambivalent emotions toward beauty. A research model comprised of six hypotheses was derived applying the A (adversity)-B (belief)-C (consequence) theory. A survey with 583 South Korean women in their twenties to forties was conducted to collect data. Confirmatory factor analysis, structural equation modeling, and multi-mediation analysis were applied, and all hypotheses were accepted. School bullying victimization had a negative influence on body appreciation in adulthood. Additionally, physical attractiveness comparison and ambivalent emotions toward beauty mediated this causal relationship. Also, the mediating effect of physical attractiveness comparison on the relationship between school bullying victimization and body appreciation was the greatest among the three mediating effects. This study demonstrated that bullying victimization at school continues into adulthood, which hurts body appreciation of adulthood. The findings would contribute to the development of therapy programs for school bullying victims.

• International journal of advanced smart convergence
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• 제10권4호
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• pp.149-157
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• 2021

This study aims to understand how an influencer's social and physical attractiveness, background and value homophily influences consumer's emotional attachment, which in turn causes user stickiness with regards the influencer's live commerce. We tested all proposed hypotheses among users of the online shopping platform "TaoBao". Ultimately, 297 questionnaires were collected by means of an online survey. The results revealed that social and physical attractiveness positively influence emotional attachment. Meanwhile only value homophily significantly affected emotional attachment, whereas background homophily did not significantly affect emotional attachment. Additionally, emotional attachment was found to significantly influence live commerce stickiness. We also investigated the moderation effect of perceived beauty trends of products sold on live commerce, where the results indicated that high beauty tends to have a higher effect on live commerce stickiness behavior. Lastly, theoretical and managerial implications have been offered.

• 복식문화연구
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• 제30권1호
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• pp.121-144
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• 2022

This study analyzed the effects of fashion creators' innovativeness and attractiveness on consumer response and orientation toward a sustainable relationship in personal media. A survey was conducted with consumers aged in their 20s and 30s who had experience in sharing video content or writing comments and participating in fashion creators' real-time broadcasting of personal media. The results show that the innovativeness of fashion creators was classified into originality, opinion leadership, variety, and adventurous spirit, while attractiveness was classified into physical, social, and professional attractiveness. Consumer responses were classified into either emotional or cognitive responses, and sustainable relationship orientation was classified into communication, sharing, and relationship sustainability. The originality and variety of the fashion creators positively affected the emotional and cognitive responses of consumers. Adventurous spirit positively affected emotional response, whereas opinion leadership positively affected cognitive response. In addition, the social and professional attractiveness of fashion creators positively affected consumers' emotional and cognitive responses. Emotional and cognitive responses positively affected consumers' sustainable relationship orientation. The originality and opinion leadership of the fashion creators positively affected the three factors of sustainable relationship orientation, while variety positively affected communication and relationship sustainability. Fashion creators' social and professional attractiveness positively affected the three factors of sustainable relationship orientation, and physical attractiveness positively affected relationship sustainability. The results of this study are expected to provide useful data on the direction of fashion startups using personal media and marketing as well as distribution strategies in the fashion industry.