• Journal of the Korean Society of Clothing and Textiles
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• v.41 no.1
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• pp.1-16
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• 2017

This study conducted in-depth interviews with twelve men in their twenties and employed the Zaltman Metaphor Elicitation Technique (ZMET) to identify the ideal self-image and fantasy of men wearing makeup. The results are as follows. First, the ideal self-images of men wearing makeup can be divided into 7 images (well-managed, dissimilar from real identity, masculine, neat, stylish, standing out, and formal). Men who wear makeup pursued an alternative decent image that is different from their reality. They want to be manly, attractive, decorous, and eye-catching through a better looking face. Second, men who wear makeup have insecurities about their looks and personalities that creates dissatisfaction with reality and a desire for a different idealistic self. Makeup was the tool to create the other entity. Makeup facilitated a fantasy of becoming another to gain increased confidence in social relationships. However, without makeup, they showed a lack of confidence and became intimidated that made them even further dependent on makeup. Third, the process helped participants complete a consensus map that represented the emotional and reasoning structures of men wearing makeup. This study showed 7 ideal self-images of men wearing makeup with a fantasy to create a desired ideal self by wearing makeup. The study can be applied to marketing strategy for men's cosmetics and plates' designs.

• Journal of the Korean Society of Food Culture
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• v.35 no.5
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• pp.417-425
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• 2020

There is a growing global interest in food choices that could affect health. Consumer food choices are dictated by numerous factors such as attitudes, beliefs, desires and preferences stemming from psychological and physiological attributes. The present study aimed to understand consumers' internal perceptions about cream soup, cream sauce, and tomato sauce using ZMET (Zaltman's Metaphor Elicitation Technique). The 9 step ZMET interview process was conducted for a sample of 36 consumers (12 consumers for each sauce). A content analysis of the survey results was carried out. From this, 56 concepts of cream soup were derived, and 15 constructs that met with the agreement of more than one-third of the total sample consumers were extracted. These 15 constructs included 'Soft', 'Recollection', 'Familiar', 'Warm', 'Comfortable', etc. Similarly, for cream sauce, 67 concepts and 20 constructs 'Silky', 'Warm', 'Restaurant', 'Family', 'Memory', etc. were deduced. A total of 66 concepts and 20 constructs for tomato sauce 'Sourness', 'Sauce Bottle', 'Pleasant', 'Ingredient', 'Cooking', etc. were derived. The analysis of consumers' consensus maps through this study provides a deep and useful understanding of consumers and their latent needs. Also, the results of this study indicate that exploring consumers' internal perceptions is critical to understanding their healthy food choices. This can be used as basic data for formulating marketing strategies.

• Journal of the Korean Society of Clothing and Textiles
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• v.45 no.5
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• pp.804-824
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• 2021

This study qualitatively explored the case of users utilizing multiple accounts on one social network service to create their own multiple spaces and different personas. The purpose of the study was to understand the behavior of people who use multiple accounts to express their identity online using Carl Jung's personality theory. We used in-depth interviews and the Zaltman metaphor elicitation technique (ZMET), targeting 19 people in their 20s and 30s who use more than one personal account on Instagram. Creating a shared consensus map using the configuration concept of ZMET derived six personas in relation to Instagram accounts. The motivations for the respondents' self-presentation associated with their personas and self-presentation types shown on Instagram were analyzed in terms of persona and fashion and subdivided into five dimensions: relationship management strategic presentation, self-monitoring presentation, competence demonstration presentation, anonymous presentation, and persona-centered presentation. Each respondent's persona and self-presentation formed by the Instagram account was analyzed.

• The Journal of the Korea Contents Association
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• v.19 no.3
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• pp.223-235
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• 2019

In order to develop the marketing strategy of Korean floral arrangement courses for chinese tourists, this study aimed at gaining their participation motivation with application of the ZMET (Zaltman metaphor-elicitation technique). According to the results, 18 constructs ('a sense of accomplishment', 'Korean culture visit', 'teacher's high-quality service', 'professionalism', 'to be together', 'communication with others', 'joint pleasure', 'better than China', 'not available in China', 'healing', 'the feeling of happiness and love', 'easy access to art', 'wonderful life shot', 'beautiful interior', 'special design', 'expectation', 'close to nature', and 'nice daily-life decoration') were derived and 4 main constructs ('a sense of accomplishment', 'Korean culture visit', 'teacher's high-quality service', and 'professionalism') of the consensus map were analyzed. Therefore, the Korean floral arrangement courses for chinese tourists should open an adjustable level of difficulty of curriculum, offer an opportunity to experience other Korean culture and increase florist's abilities from various aspects.

• The Journal of the Convergence on Culture Technology
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• v.7 no.1
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• pp.291-299
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• 2021

In 2019, SUV sales surpassed sedans in the domestic sales market with phenomenal domestic sales. The strength of SUVs around the world is expected to continue in the future. South Korea's K-company aggressively launched small SUVs in the SUV market. Its simple lineup is recognized as a brand image, not as a SUV. It is time to evaluate this. Therefore, it influences the purchasing decisions of potential customers and buyers of small SUVs through the evaluation of design images of small SUVs in Korea. Rather than the functional properties of the SUV model, it is purchased by emotional characteristics, brand symbolism, and image. Subconsciousness of the purchasing psychology of the end consumer was used by metaphor extraction techniques. Customers wanted to study the evaluation of small SUV design images that fit their needs. We wanted to see if consumers who intend to purchase or purchase small SUVs in Korea had a connection with the image of design of small SUVs in Korea. The conclusion of the study was extracted through ZMET, a metaphor extraction technique, with the latent consciousness of the primary ambiguous message from the consumer's feeling and representation of the image. Therefore, based on the results of this study, we hope that the images presented in SUVs in the future will be used as a design guide in the development of small SUVs to influence customer thinking and behavior.