Differences of Appearance Management Behaviors and Life Satisfaction among Lifestyle Groups

Abstract: We provide an empirical assessment that examines the differences in appearance management behavior, life satisfaction and demographic variables between groups classified by individual lifestyle. Questionnaires were administered to 513 female and male adults over 17 years of age in the Daegu and Kyungbok metropolitan regions. Descriptive sta-tistics, cluster analysis, Cronbach’s α, ANOVA, Duncan test and χ 2 test were applied to analyze data from 513 respon-dents. The results are as follows. First, we did a cluster analysis on the appearance management behavior of weight training, skin care, hair care, make-up and clothing selection. Four groups (passive, rational, fashion oriented, and active typed) where classified according to individual lifestyle. Second, the rational and active groups were more interested in the social life, environmental stability, health, fashion and economic seeking life. They were also more involved in appear-ance management behavior and in a higher level of life satisfaction. However, the differences of life satisfaction among the lifestyle group (male) were not statistically significant. Third, females with higher level of income and education (among the demographic variables) belonged to the active group. We found significant differences in appearance man-agement behavior, life satisfaction and demographic variables among male and female groups classified by lifestyle. Key words: lifestyle(라이프스타일), appearance management behaviors(외모관리행동), life satisfaction(삶 의 만족도)