Liquorice or Black? Food or Traditional Labelling and Assessment of Aesthe-tic Self-concepts

This study explored the effects of food or traditional labelling on assessment of hair colour, self-image satisfaction, mental openness, and Aesthetic Self in customers in hairdressing salons. We used the Aesthetic Image Questionnaire, the sub-scale of Mental Openness, the Semantic Differential Technique for Actual and Future Aesthetic Self and for evaluation of the hair colour with traditional vs. food label. Results indicated that the greater was the importance assigned to the aesthetic appreciations and to be always fashionable; the lower was the openness to culture. The more customers positively connoted their aesthetic image in the future, the more they were mentally open. They considered more positively food-labeled hair colour than the traditionally labeled one. The more customers were satisfied with their aesthetic image, the more positive was the evaluation of h air colour with food labels; the more customers positively valued Actual and Future Self, the more positive was the representation of hair colour with food labels.