An exploratory study Relationships between trying on clothing, mood, emotion, personality and clothing preference

An exploratory study Relationships between trying on clothing, mood, emotion, personality and... Purpose – This study sets out to explore the application of psychological research methods (as yet not applied) in the fashion arena. The aim of this project is to quantify, formalise and explore the causal relationships between clothing style, preference, personality factors, emotions and mood with a view to a better understanding of the psychological profile of the fashion consumer. Design/methodology/approach – Using a uniformly composed sample of females, explorative quantitative research was carried out. Two sets of questionnaires were administered to the sample to examine emotion, mood and personality before trying on a set of eight garments categorized according to style; and again afterwards to examine emotion and mood while wearing each outfit. Photographs of participants were taken wearing each of the outfits. Participants then ranked the eight outfits in order of preference. SPSS analysis identified relationships and preference indicators. Findings – The results indicated strong relationships between mood and significant relationships between three out of five personality factors and clothing style preference; mood was a significant predictor of preference, whilst personality was moderate. Research limitations/implications – The research methodology necessitated lengthy time commitments from the participants and therefore limited the sample size, making generalization difficult. Based on the findings, the research requires further exploration of methods for practical application with a larger sample size. Practical implications – Personality, emotion and mood were shown to be managed and reflected through clothing with implications for assistance in consumer clothing decisions, service training, and strategies for personal shoppers, market segmentation and design. Originality/value – The methodology derived from a combination of research methods coupled with actual wearing experience, previously not studied together. This is original and demonstrates how important this combination is in order to fully appreciate the psychological profile of the fashion consumer. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Fashion Marketing and Management Emerald Publishing

An exploratory study Relationships between trying on clothing, mood, emotion, personality and clothing preference

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Publisher
Emerald Publishing
Copyright
Copyright © 2010 Emerald Group Publishing Limited. All rights reserved.
ISSN
1361-2026
DOI
10.1108/13612021011025483
Publisher site
See Article on Publisher Site

Abstract

Purpose – This study sets out to explore the application of psychological research methods (as yet not applied) in the fashion arena. The aim of this project is to quantify, formalise and explore the causal relationships between clothing style, preference, personality factors, emotions and mood with a view to a better understanding of the psychological profile of the fashion consumer. Design/methodology/approach – Using a uniformly composed sample of females, explorative quantitative research was carried out. Two sets of questionnaires were administered to the sample to examine emotion, mood and personality before trying on a set of eight garments categorized according to style; and again afterwards to examine emotion and mood while wearing each outfit. Photographs of participants were taken wearing each of the outfits. Participants then ranked the eight outfits in order of preference. SPSS analysis identified relationships and preference indicators. Findings – The results indicated strong relationships between mood and significant relationships between three out of five personality factors and clothing style preference; mood was a significant predictor of preference, whilst personality was moderate. Research limitations/implications – The research methodology necessitated lengthy time commitments from the participants and therefore limited the sample size, making generalization difficult. Based on the findings, the research requires further exploration of methods for practical application with a larger sample size. Practical implications – Personality, emotion and mood were shown to be managed and reflected through clothing with implications for assistance in consumer clothing decisions, service training, and strategies for personal shoppers, market segmentation and design. Originality/value – The methodology derived from a combination of research methods coupled with actual wearing experience, previously not studied together. This is original and demonstrates how important this combination is in order to fully appreciate the psychological profile of the fashion consumer.

Journal

Journal of Fashion Marketing and ManagementEmerald Publishing

Published: Mar 2, 2010

Keywords: Individual psychology; Personality; Clothing

References

  • The big five of personality and work involvement
    Bozionelos, N.
  • Pre‐purchase and post‐purchase satisfaction and fashion involvement of female tennis wear consumers
    Chae, M‐H.; Black, C.; Heitmeyer, J.
  • Personality structure: emergence of the five‐factor model
    Digman, J.M.
  • Effects of evaluative criteria on fashion brand extensions
    Forney, J.C.; Park, E.J.; Brandon, L.
  • Emotions in consumer behavior: a hierarchical approach
    Laros, F.J.M.; Steenkamp, J‐B.E.M.
  • The role of emotional satisfaction in service encounters
    Wong, A.
  • Casual wear product attributes: a Chinese consumer's perspective
    Zhang, Z.; Chen Gong, Y.L.; Wu, H.

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