Nippon Menard Cosmetics Co., Ltd. and Nihon Fukushi University Institute of Health Sciences jointly analyzed the emotional structure of women's "crush" and quantified the characteristic emotions when they crushed cosmetics.The research results will be announced at the "2019nd Annual Meeting of the Japanese Society of Health Psychology" held from September 9 to 28, 29.
"Tokimeki" is considered to be a psychological state in which multiple emotions such as uplifting mood and throbbing chest are intricately intertwined.But until now it has been difficult to articulate that complex emotion.
So, for 20 women in their 60s to 122s, 61 words that express emotions in the two scenes of "when I got my favorite cosmetics" and "when I happened to encounter the opposite sex I longed for". Was evaluated on a 6-point scale from "not applicable at all" to "very well applied", and factor analysis was performed.As a result, it became clear that female emotions of "crush" consist of five parts: "happiness", "upset", "bullish", "peace", and "dissatisfaction".Next, we asked them to evaluate 4 words, 20 words each, on a 6-point scale for those XNUMX emotions, and created a "female'crush'scale" that can quantify the crushing feelings.
Using this scale, we quantified the characteristic emotions of crushing cosmetics. When crushing cosmetics, the scores of "happiness", "bullish", and "upset" increased, and the score of "peace" decreased. It turned out to be.Furthermore, we compared "Tokimeki" for cosmetics (a longed-for skin care product) and "Tokimeki" for the opposite sex (a favorite opposite sex that is close to us).Then, it was found that while both had strong feelings of "happiness", they had strong feelings of "upset" for their favorite opposite sex, while they had strong feelings of "bullish" for their favorite skin care products.In other words, it is thought that the feelings will be different if the target is different.
By using the female "Tokimeki" scale developed this time, it has become possible to quantify and compare the psychological states of "Tokimeki" by various subjects.Nippon Menard Cosmetics will continue to research "Tokimeki" in order to apply it to product development and beauty proposals that will make many women excited.
