의복유형과 헤어스타일이 남성의 인상형성에 미치는 영향

Abstract

The purpose of this study was to examine the effect of clothing type and hair style on men's impression formation. The experimental design was 4×2×2×2 (clothing type hair style perceiver's age perceiver's role) factorial design with between-subjects design. The stimuli of color photographs of male in his 20's model and semantic differential scale were used. The data were obtained from questionnaires completed by 881 men and women in the metropolitan area of Seoul. The SPSS package was used for data analysis which includes factor analysis, t-test, and Cronbach's to measure the reliability. This study showed the following results.Four factors were derived to account for the dimensions of impression formation. These were dignity, activity, individual character, and social intercourse. Men evaluated individual character factor higher than women did. Dignity factor was evaluated higher by students, while social intercourse factor was evaluated higher by office workers. The clothing type of shirts/pants was evaluated to be more active and more sociable than of jacket/pants. Men wanted to exhibit natty image and women did elegant image through clothes.