Description: The project proposed consumer big data analysis protocols gathered through the use of smart washing machines by consumers. Specifically, we applied a variety of research methodologies to get a full picture. These include quantitative consumer observation (i.e., experience sampling), AHP (analytic hierarchy process) analysis, and HLM (hierarchical linear model) analysis for an extensive understanding. Consequently, we were able to help LG Electronics develop a personalized smart washing machine by categorizing consumer groups according to their usage patterns.

Description: This project investigated cultural differences in the perceptions of size-inclusive advertising models between South Korean and US cultures. To achieve a rigorous understanding, we incorporated a wide range of variables into a research framework, such as perceived attractiveness, perceived corporate social responsibility (CSR), perceived inclusivity, and self-congruence. Through the findings, we verified that size-inclusive fashion models were marginalized in the past, but those are becoming mainstream in the South Korean fashion industry. 

Description: In the modernized era, aesthetic perceptions of beauty ideals are primarily characterized by ambivalent characteristics, notably in South Korea, as a result of the severe upward social comparison, intense social competition, and extreme social norms. I conducted an investigation into the ambivalent characteristics of aesthetic perceptions. In addition, appearance management behaviors that are subsequently influenced by these ambivalent characteristics were explored as well. Using this approach, I was able to understand the sociopsychological perspectives of South Korean female consumers with respect to their consumption of appearance-related products and services. 

Description: Based on the findings of the first research project with LG Electronics, which explored the clothing care culture of target consumers, we delved into the development of the product concept in smart washing machines. When the this project began, neither consumers nor the home appliance industry had a clear definition of a smart washing machine. After understanding consumers’ expectations for this machine, we proposed ideal product concepts, product values, key smart functions, and the socio-psychological benefits of smart washing machines. We are delighted to witness the latest iterations of smart washing machines that incorporate the functions and values we had recommended.  

Description: Adolescent makeup had been regarded as a deviant behavior in South Korea for several decades, and it was exclusively applied to juvenile adolescents in the existing generation. In this study, my research team examined the impacts of makeup behavior on the psychological status, school adjustment, and amicable school lives of South Korean adolescent females in this study. The findings indicated that their makeup behavior is no longer considered juvenile and has evolved into a distinctive peer culture. The research suggested that the existing generation, consisting of their parents and teachers, needs to alter their enduring preconception regarding the composition of adolescents and strive to establish a social consensus for the healthy development of this distinctive peer culture.

Description: We conducted this exploratory study in collaboration with LG Electronics to initiate a three-year research project that aims to develop smart clothing care appliances. My research applied a wide range of qualitative research methodologies, including laundry diary, observation, focus group interview, projective technique, and semantic network analysis, to gain insights into consumers’ laundry behavior, attitude, emotion, and perception. By suggesting laundry values that consumers look for when they do their laundry, like cleanliness, not getting distorted, getting rid of germs, ease of use, and cost-effectiveness, the results give us a deep understanding of how cosumers behave in their clothing care environments. 

Description: In the era of artificial intelligence, it is essential to establish the design evaluation criteria of fashion products in order to create designs that appeal to the desired consumer demographic. The criteria were clarified in this study through qualitative research methods, such as focus group interviews and projective techniques, with college students who majored in fashion design. The results indicated that the criteria include utilitarian criteria (i.e., functional usefulness, convenience), trend-aesthetics criteria (i.e., aesthetics, fashion trend), and socio-psychological criteria (i.e., psychological self-suitability, social activity usefulness). 

Description: My research team investigated the bipolar attributes of product design, which are uniqueness and familiarity, in order to ascertain consumers’ preferences in relation to product characteristics, including utilitarian and hedonic ones. In our research setting, a toaster was designated as a utilitarian product, while a T-shirt was labeled as a hedonic product. For data collection, we created research stimuli that delineated five levels of distinction, ranging from highly unique to highly familiar, for each product category (i.e., toaster vs. T-shirt). Uniqueness was prioritized for the hedonic product (T-shirt), whereas the utilitarian product (toaster) was favored over the more familiar. These findings suggest that the attribute that determined consumers’ design preferences varied based on the product’s characteristics. 

Description: This research project redefined the concept of fashion therapy, with a particular emphasis on appearance management therapy and shopping therapy. Despite concern about its adverse effects, my research team endeavored to elucidate the beneficial effects of fashion on consumption cultures, which included a psychologically fulfilling mood following a shopping trip and a refined self-concept through appearance management. In the appearance management sector, we found that it significantly influences consumers who are physically disabled or marginalized, such as disabled consumers, plus-size consumers, and breast cancer survivors, thereby supporting its therapeutic effects. Moreover, the act of purchasing heightens the positive emotions of consumers, subsequently shaping their positive attitudes and behaviors. This project is significant in that it demonstrates the therapeutic effects of fashion behaviors. 

Description: I conducted this study for my doctorate dissertation with the support of this grant that I obtained as a Ph.D. candidate under the supervision of Professor Yuri Lee. I investigated the culturally diverse and universal characteristics of three representative East Asian countries, namely Korea, China, and Japan, in order to gain a better understanding of the beauty standards in these cultures. Particularly, I highlighted the ambivalent characteristics of beauty perceptions, which means that consumers in those cultures exhibit a strong desire to be in accordance with the beauty ideals of their respective cultures, as well as a strong jealousy that leads them to degrade and dislike individuals who have achieved unrealistic beauty standards before them. This research is noteworthy in that it rigorously examines cultural determinants of beauty standards, thereby encompassing intricate phenomena related to beauty perception.