scholarly journals The Effect of Perception of Black Consumer Behavior on the Job Enthusiasm and Self-esteem of Beauty Service Workers

2020 ◽  
Vol 18 (2) ◽  
pp. 183-193
Author(s):  
Myo-sun Choi ◽  
Ki-bbeum Jung ◽  
Young-jo Lee
Keyword(s):  
Consumer Behavior ◽  
Self Esteem ◽  
Service Workers ◽  
Black Consumer

scholarly journals The Effects of the Perception of Black Consumer Behavior on Emotion Labor and Self-Esteem in Hair Service Employees

2021 ◽  
Vol 27 (4) ◽  
pp. 880-889
Author(s):  
Seo-Yun Lee ◽  
Yong-Mi Jin
Keyword(s):  
Consumer Behavior ◽  
Emotional Labor ◽  
Service Industry ◽  
Frequency Factor ◽  
Self Esteem ◽  
Survey Analysis ◽  
Service Workers ◽  
Service Employees ◽  
Emotion Labor ◽  
Black Consumer

The purpose of this study is study the effects of perceived black consumer behavior on emotional labor and self-esteem by hair service workers. 298 hair service workers in Seoul and Gyeonggi Province collect data through a survey. Analysis method uses SPSS 26.0 Program to analyze frequency factor analysis, reliability analysis, Multiple regression analysis was performed. First, Second, black consumer behavior has been shown to have statistically significant static on emotional labor. Second, black consumer behavior has been shown to have statistically significant static effects on self-esteem. Third, emotional labor has a statistically significant adverse effect on self-esteem. This study will help identify the negative phenomena of black service industry and further shape effective measures to cope with black consumer’s efficient response and ultimately provide basic data to beauty service professionals to live a healthy and higher quality live.

scholarly journals PEDAGOGICAL PRINCIPLES OF PREPARATION OF THE FUTURE HAIRDRESSER FOR PRODUCTIVE BUSINESS COMMUNICATION

2021 ◽  
pp. 20-25
Author(s):  
D. BILAY
Keyword(s):  
Professional Training ◽  
Business Communication ◽  
Self Esteem ◽  
Wide Field ◽  
Service Worker ◽  
Service Workers ◽  
The Future ◽  
Actual Direction ◽  
Pedagogical Research ◽  
The Individual

Communicative training of future service workers is a wide field for pedagogical research in the field of vocational (vocational) education. This is especially true of the training of a hairdresser - a master whose work involves close physical and emotional contact with clients and requires him to be able to build confidence, to act in each case not only technically but also psychologically competent. The article argues for the need to form in the context of professional training of the future specialist in the field of services of his communication skills. The principles of professional interaction of the future hairdresser are formulated, which, according to the author, are the basis of productive business communication (tolerance, integrity, balance of business and personality-oriented communication, priority of client interests, cooperation and compromise, objective self-esteem). The importance of educational modeling of communicative situations as a method of adjusting the individual communicative style of the future service worker is revealed. This ability must be formed over the years, based, in particular, on the possibilities of educational modeling. We see the development of its content and methodological support as an actual direction of our further research.

scholarly journals THE EFFECT OF SELF ESTEEM TOWARDS CONSUMPTIVE BEHAVIOUR IN X UNIVERSITY STUDENTS

Psycho Idea ◽  
2020 ◽  
Vol 18 (2) ◽  
pp. 190
Author(s):  
Dhea Prastika Setiono ◽  
Retno Dwiyanti
Keyword(s):  
Data Analysis ◽  
Consumer Behavior ◽  
University Students ◽  
Self Esteem ◽  
The Self ◽  
Reliability Test ◽  
Correlation Technique ◽  
Reliability Score ◽  
Behavior Scale ◽  
Consumptive Behavior

s study aims to examine the effect of self esteem on consumptive behavior in X University students. The method in this study uses a quantitative approach. The subjects of this study were 50 University X students. Data were collected using a self esteem scale instrument and a scale of consumptive behavior with a validity test using the product moment correlation technique, while the reliability test was using an alpha cronbrach technique. The self esteem scale has a reliability score of 0.960 while the consumer behavior scale has a reliability score of 0.891. Based on the results of data analysis that has been done, the results show that: there is an influence of self esteem with consumptive behavior in University X students. It is proven that the R. count value is greater than the R. table that is 0.296> 0.284 and the value of P = 0.000 (P <0.05 ).

scholarly journals AMIZADE, PRAZER E FELICIDADE: RELAÇÕES ENTRE ATRIBUTOS E VALORES NA ÓTICA DE CONSUMIDORES DE COMIDA JAPONESA

2012 ◽  
Vol 10 (1) ◽  
pp. 67
Author(s):  
Joiza Angélica do Carmo Sampaio
Keyword(s):  
Life Satisfaction ◽  
Consumer Behavior ◽  
Self Esteem ◽  
Personal Satisfaction ◽  
Personal Goal ◽  
Central Concept ◽  
Environment Quality ◽  
Hierarchical Value Map ◽  
Chain Theory ◽  
Depth Interviews

Amizade, Prazer e Felicidade: Relações Entre Atributos e Valores Na Ótica de Consumidores de Comida Japonesa   Este trabalho tem como objetivo analisar a relação entre atributos e valores percebida entre os consumidores de comida japonesa de Fortaleza. A pesquisa tem em sua sustentação teórica abordagens sobre o comportamento do consumidor, valores e na Teoria da Cadeia de Meios e Fins (Means end chain - MEC). Foram realizadas trinta entrevistas em profundidade com consumidores de comida japonesa da cidade de Fortaleza entre os meses de novembro de 2008 e abril de 2009. A técnica aplicada é a laddering, alicerçada na Teoria MEC, com o conceito central de ‘escada de mão’, explorando os três níveis: atributos, consequências e valores. Essa técnica proporcionou a construção de uma matriz de implicação e de um mapa hierárquico de valor, permitindo confirmar os elementos, atributos, consequências e valores, que caracterizam o comportamento do consumidor orientado para o prazer e satisfação pessoal. O resultado da pesquisa evidenciou, entre os consumidores, valores individualistas como: abertura, vida excitante, satisfação, prazer, felicidade, auto-estima e relação afetiva, amizade. Esses valores reafirmam a busca por atingir a meta pessoal. Pela análise do mapa hierárquico de valores, pode-se concluir que esses valores estão relacionados com atributos percebidos pelo consumidor, tais como: ambiente do restaurante, qualidade, comida crua e exótica, cheiro, cor e sabor típicos.   Palavras-chave: Comportamento do consumidor. Comida japonesa. Valores. Cadeia de meios e fins. Laddering.     Friendship, Pleasure and Happiness: Relations between attributes and values ​​from the viewpoint of Japanese Food Consumers ABSTRACT This paper aims to analyze the relation between attributes and values perceived among the consumers of Japanese food in Fortaleza, Brazil. The research is theoretically based upon consumer behavior approaches, values and Means End Chain Theory (MEC). There were made thirty in depth interviews with Japanese food consumers in Fortaleza city, between November 2008 and April 2009. The applied technique was laddering, that is based on MEC Theory, with the central concept of ‘hand ladder’, exploring three levels: attributes, consequences and values. This technique allowed to build an implication matrix and a hierarchical value map, which confirmed elements, attributes, consequences and values that characterize the behavior of the consumer-oriented pleasure and personal satisfaction. The results evidence, among the consumers, individualistic values as:  openness, exciting life, satisfaction, pleasure, happiness, self-esteem and affective relationship, friendship. These values confirm their look for achieving personal goal. Through the analysis of the hierarchical value map, it may be concluded that these values are related with attributes perceived by the consumer, such as: restaurant environment, quality, raw and exotic food, typical smell, color and flavor.   Keywords: Consumer behavior. Japanese food. Values. Means end chain. Laddering.  

scholarly journals The Psychology behind Luxury Consumption

2021 ◽  
pp. 341-349
Author(s):  
Shradha Thani ◽  
Arpita Sharma
Keyword(s):  
Consumer Behavior ◽  
Sense Of Belonging ◽  
Self Esteem ◽  
External Factors ◽  
Self Awareness ◽  
Target Groups ◽  
Absolute Level ◽  
Luxury Consumption ◽  
Post Purchase ◽  
Outstanding Quality

This paper will talk about the psychology of consumption of luxury products and experiences and how individuals get emotionally connected to them. This paper discussed new drivers, forms, and consequences of luxury spending. Also, the belief that the psychology of luxury consumption is driven by a series of conflicts between what luxury is to oneself and the external factors that drive luxury consumption. These tensions influence consumer behavior and the post-purchase feelings of consumption of luxurious products or experiences. Since some individuals regard non-luxury items as inferior merely because they are non-luxury, they also conclude that more expensive goods are of more outstanding quality, without any evidence about their absolute level of quality or longevity. Another angle that we discuss in detail is how self-esteem plays a role in impacting a person's choice of purchases and instilling a sense of belonging. This paper is going to be based on an amalgamation of primary and secondary research and will contribute to self-awareness of people who do and do not indulge in luxury buying and what goes behind the mindset of both categories. This will also help brands decide on their unique selling propositions to appeal to their respective target groups.

scholarly journals I Am, Therefore I Buy: Low Self-Esteem and the Pursuit of Self-Verifying Consumption

2019 ◽  
Vol 46 (5) ◽  
pp. 956-973 ◽  
Author(s):  
Anika Stuppy ◽  
Nicole L Mead ◽  
Stijn M J Van Osselaer
Keyword(s):  
Boundary Condition ◽  
Consumer Behavior ◽  
Negative Feedback ◽  
Self Esteem ◽  
Basic Tenet ◽  
Compensatory Consumption

Abstract The idea that consumers use products to feel good about themselves is a basic tenet of marketing. Yet, in addition to the motive to self-enhance, consumers also strive to confirm their self-views (i.e., self-verification). Although self-verification provides self-related benefits, its role in consumer behavior is poorly understood. To redress that gap, we examine a dispositional variable—trait self-esteem—that predicts whether consumers self-verify in the marketplace. We propose that low (vs. high) self-esteem consumers gravitate toward inferior products because those products confirm their pessimistic self-views. Five studies supported our theorizing: low (vs. high) self-esteem participants gravitated toward inferior products (study 1) because of the motivation to self-verify (study 2). Low self-esteem consumers preferred inferior products only when those products signaled pessimistic (vs. positive) self-views and could therefore be self-verifying (study 3). Even more telling, low self-esteem consumers’ propensity to choose inferior products disappeared after they were induced to view themselves as consumers of superior products (study 4), but remained in the wake of negative feedback (study 5). Our investigation thus highlights self-esteem as a boundary condition for compensatory consumption. By pinpointing factors that predict when self-verification guides consumer behavior, this work enriches the field’s understanding of how products serve self-motives.

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