남자 대학생의 나르시시즘과 외모관심도가 화장태도 및 화장행동에 미치는 영향

The effects of narcissism and appearance interests on attitude and behavior toward make-up of male college students: A Study on Image-Making Curriculum

With the change in makeup culture, more men have shown interest in makeup. It is now an era in which men are expressing themselves through makeup. Under these circumstances, many adult men from young to middle aged have been interested in cosmetics, from foundation to color cosmetics. At the same time, their purchase of cosmetics has increased. As appearance management is important to stay competitive and more appealing, a narcissistic instinct has made college men more interested in makeup attitudes and behaviors. According to previous studies, men’s beauty has evolved from eyebrow care to even color makeup, correcting more segmented skin tones, and a self-loving healthy and positive mental state among psychological mechanisms having an influence on make psychology, attitude, appearance perception and appearance management has been confirmed. First, in terms of college men’s narcissism, superiority and privileged entitlement, leadership and self-confidence and success and compliment were derived. In terms of makeup behavior, two factors were obtained: basic skincare behavior and makeup management behavior. Second, overall, narcissism had a significant influence on makeup attitude and makeup behavior. Lastly, college men’s makeup attitude had a significant effect on makeup behavior. Based on such makeup attitude and behavior, conventional makeup brands have recently focused on home lines from eyebrows to tints and are expected to keep growing.