The Effect of Appearance Recognition by Hair Loss on Hair Loss Management Behavior: Psychological Factor Mediating Effect

October 2023 in “ Han'gug miyong haghoeji/Journal of the Korean society of cosmetology ”

Eun-Hee Seo, Ohsang Kwon

hair loss appearance awareness psychological factors self-awareness appearance management intention hair loss management behavior basic care active care psychological discomfort

TLDR Understanding psychological discomfort in hair loss can improve treatment outcomes.

This study examined how appearance awareness due to hair loss affects hair loss management behavior through psychological factors, using a survey of 296 residents in the Seoul metropolitan area. The findings revealed that while appearance awareness positively influenced self-awareness and psychological factors, it negatively impacted appearance management intention. Psychological factors positively affected hair loss management behavior, with self-awareness fully mediating basic care and partially mediating active care. Appearance management intention did not influence either basic or active care. The study suggests that understanding consumers' psychological discomfort during hair loss management can enhance treatment outcomes.

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