The Effect of Satisfaction with Gray Hair Dye on Customers' Psychological Well-being and Sociality

Abstract

For middle-aged people in their 40s. Due to the aging trend of the general population, the demand for a younger-looking appearance by dyeing gray hair has increased. However, there are very few studies on the effect of gray hair dyeing on the psychological well-being or sociality of middle-aged people. The purpose of this study was to examine whether satisfaction with gray hair dyeing of middle-aged people has a positive effect on their psychological well-being and sociality. The participants of this study were men and women in their 40s who have experience dyeing gray hair (n=330). Research data came from national survey commissioned by a specialized institution and conducted in a web panel method. The dependent variable was a measure of satisfaction with gray hair dyeing. The independent variables were psychological well-being and sociality. All items were measured on a Likert 5-point scale. Statistical analysis methods are one-way ANOVA and regression analysis. According to the results, the higher the satisfaction with gray hair dyeing, the higher their psychological well-being and the better their social skills. This study identified the gray hair dyeing to enhance personal happiness and psychological stability and enhance sociality. Therefore, future research in the field of beauty industry is needed in relation to gray hair dye, which can help to form a positive self-image of middle-aged people.