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Title of Study
Analysis of body dissatisfaction and clothes shopping preference for Korean and American males in their 20’s, using 3D body scanning system.
Until the 1980s, the study of body image was largely restricted to women. Over the last two decades, psychologists and sociologists have become increasingly interested in men’s body images and men’s embodiment (Grogan, 2007). However, almost all studies of body dissatisfaction are about women’s body dissatisfaction and focus on eating disorders. Previous studies stated that men perceive their bodies differently than women and have different body ideals. Men usually focus on shape; whereas on the other hand women usually focus on their size. Ogden and Taylor (2000) demonstrated that men and women report dissatisfaction with their bodies in terms of different body parts. Although men have not been found to be dissatisfied with their appearance like women, it is to be expected that men have dissatisfaction with their bodies. Since men perceive their bodies differently and have different body ideals than women do, it is important to assess men’s body images using appropriate measurements.
In this research, 100 Korean and American males in their 20’s will scan their body in 3D and answer a questionnaire about body dissatisfaction and clothing shopping preferences. One of the main purposes of this research is to identify the relationship between body dissatisfaction and specific body ratio for Korean and American males in their 20’s. Another focus is to compare ethnical and cultural differences of body dissatisfaction between Korean and American males in their 20’s. And, the last objective is to figure out how body dissatisfaction affects clothing decisions of Korean and American males in their 20’s. The major benefit of the research is that it can help fashion brands and retailers that are targeting males in their 20’s by better understanding their body shape preferences and how that can impact their clothing shopping preferences.
Grogan, S. (2007). Body image: Understanding body dissatisfaction in men, women and children: Routledge.
Ogden, J., & Taylor, C. (2000). Body Dissatisfaction Within Couples Adding the Social Context to Perceptions of Self. Journal of health psychology, 5(1), 25-32.