소비자의 아름다움 지각에 관한 연구
An Analysis of Consumers` Perceptions on Beauty
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Lots of marketing managers and researchers have tried to know about beauty because they believethat the beauty is an effective marketing tool, regardless of cultural differences. For examples,advertisers reportedly pay several million dollars a year to have their products promoted by popularand glamorous women, because they believe beautiful women can add dazzle to the products. In thisstudy, we collected total 258 cases and investigated their perceptions on 87 adjectives related onbeauty. Then we analyzed if there are some differences in respondents' perceptions on the 87 adjectivesdepending on their characteristics. The empirical study lets us know that marketing managers have toconsider various consumers' characteristics including sex, appearance satisfaction, and perceived valueof appearance to use the beauty as a marketing tool.
Abstract
Lots of marketing managers and researchers have tried to know about beauty because they believethat the beauty is an effective marketing tool, regardless of cultural differences. For examples,advertisers reportedly pay several million dollars a year to have their products promoted by popularand glamorous women, because they believe beautiful women can add dazzle to the products. In thisstudy, we collected total 258 cases and investigated their perceptions on 87 adjectives related onbeauty. Then we analyzed if there are some differences in respondents' perceptions on the 87 adjectivesdepending on their characteristics. The empirical study lets us know that marketing managers have toconsider various consumers' characteristics including sex, appearance satisfaction, and perceived valueof appearance to use the beauty as a marketing tool.