Keeping up one’s appearance: Its importance and the choice of type of hair-grooming establishment

Abstract

This study investigated factors which influence the importance one attributes to overall appearance and the choice of type of hair-grooming establishment. Data were collected from a sample of 245 respondents residing in a southwestern metropolitan area. Analyses reveal that respondents employed in professional/managerial, clerical/secretarial, sales, services, and military occupations, ones in which appearance could influence job performance, identified maintaining an overall good appearance as very important significantly more often than respondents employed in other occupations. Employment in appearance-important occupations significantly influences the choice of hair-grooming establishment. Demographic variables have greater explanatory power than economic variables (appearance-important occupations and income) and establishment attribute variables (image, service experience, and convenience).