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KMID : 1023120110090010063
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Korean Journal of Aesthetic Society
2011 Volume.9 No. 1 p.63 ~ p.80
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The Effect of Body Satisfaction in University Students on Appearance Management Behavior and Beauty Consumption Behavior
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Kang Nam-Soon
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Abstract
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This study showed that the body satisfaction in university students has a significant positive effect on the appearance management behavior and consumption behavior. This means that their physical satisfaction was connected to the active appearance management behavior by an interest in appearance and psychological influence to do the management of clothes and hairstyle more actively, which, by promoting the consumption behavior that is connected to an interest in the related products and purchase, the body satisfaction was very significantly associated with the appearance management behavior and beauty consumption behavior. In other words, this implies that a self identity can be lost by an excessive obsession over body or immoderate exercise as the positive appearance management behavior by body satisfaction was done, and the consumption was also caused by the more systematic and planned behavior. Consequently, it required efforts to have the proper hierarchy of values and consumption behavior away from an excessive obsession like lookism.
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KEYWORD
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body satisfaction, appearance management behavior, beauty consumption behavior
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