Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Meaning Transfers Depending on Personality Type -Focusing on TV Beauty Programs-

소비자 성격유형에 따른 의미전이 -TV 뷰티프로그램을 중심으로-

  • Received : 2016.01.18
  • Accepted : 2016.03.21
  • Published : 2016.04.30
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Abstract

This study explores 1) the cultural meanings that television beauty programs deliver, 2) the ways consumers consume TV beauty programs, and 3) the differences in the meaning of television beauty programs according to personality types. An Enneagram was used to define different personality types. The Enneagram explained personalities according to underlying core energies and was useful to grasp consumer behavior. Exploratory data were collected through in-depth interviews of fifteen women in their twenties who watched television beauty programs regularly. The personality types were classified according to three core energies: head-centered, heart-centered, or body-centered. The results were: First, television beauty programs were celebrity-focused, product-focused, and consumer-focused. They were found to help consumers improve their appearance in an appearance-oriented contemporary society by sharing appearance management information. Second, consumers consumed the products from television beauty programs as well as sought a "beautifully transformed self". Third, cultural meanings moved first from a culturally-constituted world to consumer goods through television beauty programs that then moved these goods to the individual consumer through symbolic consumption behavior along with grooming rituals, evaluation practices, appreciation practices, and accounting practices. Symbolic consumption behavior differed with personality type: heartcentered consumers transferred meaning through grooming rituals and appreciation practices, head-centered consumers through evaluation practices, and body-centered consumers through accounting practices.

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References

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