Use of Beauty Products among U.S. Adolescents

• 발행기관: 한국마케팅과학회
• 저자명: Jeong-Ju Yoo Hye-Young Kim
• 간행물 정보: 『Journal of Global Fashion Marketing』Journal of Global Fashion Marketing Vol.1 No.3, 172~181쪽, 전체 10쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2010.08.30

영문 초록

The goal of this study is to 1) identify the types of beauty product used and to compare the frequency with which adolescent boys and girls use them; and 2) determine types of beauty product use are significant in relation to the degree of media influence among them in the United States. While cosmetic use is among the most common ways to enhance the appearance of adolescent girls, teenage boys in the United States have emerged as a sector of consumers in the health and beauty industry as well, which is reflected by their concern with personal hygiene and appearance as well as by increased sales (Shah, 2004). Consumer socialization research of adolescents has identified the media as a major source of influence (Brittain, 1963; Churchill and Moschis, 1979; Mascarenhas and Higby, 1993; Moore and Moschis, 1981; Robertson, 1979). Adolescents’ use of beauty products can be influenced by how much these young people are exposed to media sources, due to the media’s significant and pervasive influence on the lives of adolescents (Taveras, Rifas-Shiman, Field, Frazier, Colditz, and Gillman, 2004). Youth-oriented society has created images of adolescent beauty in magazines, television, the Internet, and on billboards and other types of advertisements (Labre and Walsh-Childers, 2003). Teenagers are believed to be among the heaviest users of many mass media outlets, particularly specialized magazines (Arnett, Larson, and Offer, 1995). The media provide information on fashion and beauty, which have the potential to influence adolescents in the process of their social development and emerging sense of identity. The data were collected from 357 (155 males, 202 females) middle- and high-school students in the United States between the ages of 11 and 18 years, with an average age of 14.3 years. Of those sampled, the majority of them (328; 93.18%) were Caucasian. A pilot study was conducted in order to identify the beauty products used for the development of the survey instrument. Ten product categories were identified for the instrument development as follows: 1) shampoo and/or conditioner; 2) hairstyling gel/hairspray; 3) hair dye; 4) body products (e.g., body wash, lotion); 5) facial products (e.g., facial soap, moisturizer); 6) perfume; 7) acne treatment products; 8) hygiene products (e.g., deodorant, toothpaste); 9) cosmetics; and 10) nail products. The participants were given a cover letter and a questionnaire. The first part of the questionnaire contained media influence items (α=0.79) developed by Bearden et al. (1989). The second part of the questionnaire contained items concerning beauty product use. The third part of the questionnaire contained demographic items, which collected information on the age, gender, and ethnicity of the sample. The data were analyzed using descriptive statistics and MANOVA (Multivariate Analysis of Variance). Results revealed that adolescent boys reported using a variety of products with varying degrees of frequency. On a daily basis, 84.7% of boys (n=127) used shampoo/conditioner, followed by hygiene products (84.5%; n=125), body products (61.5%; n=91), and facial products (37.2%; n=55). Adolescent boys occasionally used hairstyling gel/spray (43.2%; n=64) and acne treatments (49.0%; n=71). Most of them had never used nail products (87%; n=127), hair dye (84.5%; n=125), cosmetics (83.2%; n=124), or perfume (65%; n=97). Adolescent girls reported using a variety of products daily. A total of 93.5% (n=186) used hygiene products, followed by shampoo/conditioner (90.1%; n=181), body products (84.9%; n=169), facial products (74.3%; n=150), perfume (65.8%; n=129), cosmetics (62.2%; n=125), and acne treatments (51.3%; n=101) on a daily basis. Occasionally, 51.2 % (n=103) of adolescent girls used hairstyling gel/spray, hair dye (41.5 %; n=81), as well as nail products (71%; n=142).

목차

1. Introduction

2. Review of Literature

3. Theoretical Framework

4. Methods

5. Results

키워드

Adolescent Beauty product Media influence Consumption Appearance