https://researchopenworld.com/hair-coloring-mind-genomics-cartography-of-the-world-of-beauty/#

Abstract

The study investigated consumer responses to message about hair coloring, as one of the ongoing cartographies by Mind Genomics of the world of consumer beauty. Respondents evaluated short, systematically designed combinations of messages about hair coloring (vignettes), these vignettes talking about the rationale for coloring one’s hair, the feelings about changing one’s color, beliefs about the ‘downside’ of hair coloring, and a comparison of different methods for beautifying one’s hair (e.g., coloring versus cutting), respectively. The deconstruction of the vignettes into their components suggests an underlying core of at least three emergent mind-sets (Follow the prescription of others; Coloring is a personal expression; Focus on self-care). The paper presents the PVI, personal viewpoint identifier, to assign new people to one of these three mind-sets, for subsequent use in research or sales.