Myoung-Hee Lee’s scientific contributions

This study aims to examine the differences in impression formation according to the accessories and hairstyles worn by men, and to investigate the relation between men`s appearance and occupation inferences. The subjects were 320 female university students residing in the Seoul metropolitan area. First, wearing eyeglasses gave an impression of more intelligent image and less mild image. It was evaluated that the men wearing neckties have a high dimension of intelligence, and men wearing no necktie have a high dimension of progressiveness. Men with classic hairstyles had a high dimension of intelligence, while men with sports hairstyles had a high dimension of progressiveness, conspicuousness, and attractiveness. Second, metal rims on glasses had a high dimension of empowerment and attractiveness when a red necktie was worn, while horn-rimmed glasses with no necktie had a high dimension of conspicuousness and progressiveness. The men with sports hairstyles, with no eyeglasses had the highest dimension of progressiveness when a red necktie was worn. Third, it was evaluated that wearing a cloche hat or baseball cap had a low dimension of empowerment, while wearing a necklace had a high dimension of empowerment, conspicuousness, and progressiveness. Fourth, the men who wore a suit, eyeglasses, and a necktie with a classic hairstyle were deduced to be professionals, with high-ranking or white-collar jobs. It was found that when men wore a suit with a sports hairstyle, no eyeglasses, and no ties, they were inferred to be engaged in a service job. The baseball caps were strongly associated with technical or simple labor job.

The purpose of this study was to examine the differences in image perception, and to investigate the differences in age and income inferences according to the wearing of accessories with black dress. A quasi-experimental method was used for this study. The experimental design was a 2{\times}3{\times}3(necklace{\times}earrings{\times}corsage) factorial design. The subjects were 610 female college students residing in Seoul. The model in the stimulus photographs was a woman with straight long hair. She wore a black one-piece dress with round neckline and short sleeves. The findings indicated that the wearing of a necklace enhanced individuality, attractiveness, and cuteness in women. Professionalism and individuality were heightened when she wore an earring. The red corsage enhanced individuality, but it had a negative effect in professionalism. As for the effect on interaction, attractiveness was more highly perceived when both necklace and large earrings were worn without a corsage. The absence of both necklace and earrings led to a low perception of professionalism, attractiveness, and individuality. The wearing of a necklace was more strongly linked to older age and high income than not wearing it, and it was perceived as more youthful if earrings were not worn. As for interactions, the wearing of small earrings and a red corsage was linked to the oldest age.

The purpose of this study was to examine the differences of the satisfaction with school uniforms according to demographic variables and to investigate the causal relations of parental control, school life satisfaction, and demographic variables to the satisfaction with school uniform. The research method was a survey method using a questionnaire. The subjects were 407 high school students (191 male, and 216 female) residing in Seoul and the suburbs of Seoul. Students were very satisfied with the convenience of not having to choose what to wear every morning, but the satisfactions with uniform cost and design were lower. The aesthetic, psychological, and status symbol satisfaction of school uniforms were higher as parents and adolescents had more communication, and the psychological and status symbol satisfaction of school uniforms were higher as the level of parental supervision for adolescents was higher. The female students had higher psychological satisfaction with school uniforms than the male students were. The aesthetic satisfaction of school uniforms was lower as mother's education level was higher. The adolescents from upper class families had lower aesthetic, psychological, and status symbol satisfaction with school uniforms than the adolescents from middle and lower class families. The satisfaction with school uniform was influenced by school life satisfaction the most, and the next in the order by grade (-), the social class (-), and the communication with parents. The factors that influenced school life satisfaction for students were parental supervision, school records, the discipline consistency of parents, and their communication with their parents. Therefore, the 4 variables had indirect effect on the satisfaction with school uniform through school life satisfaction.

The purpose of this study was to identify the characteristics of stage costumes of a children's play and to creatively design them for the play, 'The Nutcracker', in an attempt to expand the means of expressing designs for stage costumes for children's plays. The Nutcracker, a play written by the German author, E. T. A. Hoffman in 1816, is better known today through its ballet adaptation by Tchaikovsky, and various versions have been presented by ballet companies and drama producers. The characteristics of the stage costume in a children's play are visual artistry, decoration, activity, and visual attention. The costume shows visual artistry because stage costumes with high artistry can increase the elements of fantasy and visual satisfaction in a play for children. The various decorative elements in stage costumes can help capture the attention of children and enhance their interest in the play. As dynamic movement and lines are often used to prevent children from becoming bored, activity must be taken into account when designing stage costumes. Visual attention is required to help children become better immersed in a play, and color selections for the stage costumes need to be emphasized. Thirteen characters were selected to develop a total of 13 pieces of stage costume in a standard size for a 9-year-old child. The design was focused on enhancing the fantastic elements and the entertainment value, and diversified surface decoration techniques were applied to the costume to draw the attention of children and express the formative beauty.

The purpose of this study was to investigate the relationships between the hairstyle behavior, hairstyle image preference and life satisfaction of women in their 20s, 30s, and 40s, and to examine the differences of the hairstyle behavior, hairstyle image preference, and preferred hairstyle according to demographic variables. The research method was a survey method using a questionnaire. Total of 674 women in their 20s, 30s, and 40s were tested, 309 of whom residing in the Seoul metropolitan area, with the remaining 365 residing in Gangweon-Do. Life satisfaction factors such as socio-economic satisfaction, happiness, and physical satisfaction significantly influenced the women's hairstyle behavior. The women with higher level of physical satisfaction had higher level of conformity, individuality, fashion, and interpersonal orientation of hairstyle. It also showed that the higher the level of socio-economic satisfaction meant greater preference for graceful hairstyle images. As well as the level of happiness correlated with the preference for feminine and sophisticated hairstyle images. The women who preferred long layered wave hairstyles liked feminine, natural, and sophisticated hairstyle images. The women in their late 40s had higher interpersonal orientation of hairstyle than those in their early 20s and 30s. Overall, a natural hairstyle image was favored the most, whereas a unique image was favored the least.

The purposes of this study were to investigate the differences of post-purchase satisfaction, brand loyalty, and repurchase intention of SPA clothing brand according to lifestyles, and to disclose how lifestyles, post-purchase satisfaction, and brand loyalty influence the repurchase intention. The research method was a survey method using questionnaires. The subjects were 304 female college students residing in Seoul metropolitan area. The lifestyles were classified into six factors including pursuit of challenges, proactive interpersonal relationship, interest in sports, self-centeredness, interest in IT, and achievement orientation. Three female groups were derived by cluster analysis of the 6 lifestyle factors: active-activity type, passive-activity type, and achievement-pursuit type. Brand loyalty was classified into two factors including continuing loyalty and convenient loyalty. First, the active-activity group showed higher convenient loyalty than the other groups. The achievement-pursuit group showed higher post-purchase satisfaction than the other groups in appearance of clothing, while the passive-activity group showed lower satisfaction in every factor, in particular, its price satisfaction was very low. Second, senior students showed higher continuing loyalty than freshmen, sophomores, and juniors. Students with more clothing expenses showed higher continuing loyalty as well as convenient loyalty than those with less clothing expenses. Their price satisfaction with SPA clothing brand as well as repurchase intention was higher. Third, repurchase intention was influenced by brand loyalty the most, and the next in the order by satisfaction level with brand, satisfaction with price, satisfaction level with appearance, and proactive interpersonal relationship. The brand loyalty was influenced by satisfaction level with price the most, and the next by satisfaction level with appearance.

This study examines the influence of fashion accessories on how men of different ages are perceived, as well as how the social values of the perceiver affect the image evaluation process. For the purpose of this study, men`s accessories were limited to glasses, ties, and hats. A quasi-experiment was conducted in which 358 female university students in Seoul examined two men, one in his 30s and the other in his 60s. The social value included materialism and hedonism with higher and lower group. Factor analysis revealed three main factors with regard to men`s image based on age and accessories: professionalism, morality, and preference. The findings indicated that wearing accessories can affect how men are perceived, and the perceivers` social values are at play throughout the process. Glasses enhanced a professional image in men, while ties amplified professionalism and morality. Morality and preference for the older man were heightened when he wore a fedora and a hunting cap. Taking social values into account, perceivers with a higher level of materialism associated a man with a navy blue tie more strongly with professionalism. Perceivers who possessed more hedonistic traits preferred a man wearing a cap. The subjects considered the man in his 60s as having a higher level of professionalism when he wore casual hats such as a cap or a cloche. The results of this study suggest that social values such as materialism and hedonism play a part in how people perceive men wearing accessories.

The objectives of this study were to analyze the design elements of hairstyles, wedding headdresses, and necklines in wedding magazine pictures by using content analysis method and to investigate the differences in image perception according to hairstyle, wedding headdress, and neckline. A quasi-experimental method by questionnaire was used. The experimental design was a (hairstyleswedding headdressesnecklines) factorial design by 3 independent variables. The subjects consisted of 378 female college students. The results are as follow. First, the most popular among hairstyles, headdresses, and neckline forms were the updo hairstyle, dark brown hair color, the crown headdress, white flowers, and the horizontal bared top. Second, the elements determined to be most elegant and attractive were the medium-up hairstyle and the crown with a veil. However the wedding hat was perceived to be high in individuality and tenderness, while the flower and the wedding hat were perceived to be very pretty. The halter neckline was perceived to be higher in individuality and attractiveness than the other neckline types. Third, the medium-up hairstyle when wearing a crown with veil was perceived to be the most elegant. Placing a flower in the long-wave hairstyle was evaluated as looking most pretty. Fourth, the medium-up hairstyle was higher in preference than the long-wave style. Among wedding headdresses, there was greatest preference for a crown.