The effects of attire, location, and sex on aiding behavior: A similarity explanation

Perceived Police Authority as a Function of Uniform Hat and Sex

Clothing cues affect first impressions and social interactions. Results of a social interaction may depend in part on the influence of clothing cues on the initial first impression. For example, in many instances a policeperson needs to be perceived as authoritarian and formal to accomplish task objectives. A uniform that conveys an image of authority may enhance the ability of the policeperson to accomplish the job tasks. Research shows that the image conveyed by clothing may depend upon the context within which it is worn. Sex of the uniform wearer may be one such context variable. The present exploratory research was designed to study the relationship between uniform hats and perceived authority. A 2 (sex of stimulus person) × 9 (hat style) factorial laboratory experiment with repeated measures on both factors was conducted. Data were analyzed using Friedman's nonparametric analysis of variance. Uniform hats were important perceptual cues conveying differing degrees of authority. Generally, policepersons wearing any of the eight hats were seen as having more authority than policepersons not wearing a uniform hat. Perceived authority was not a function of the hat style per se but was influenced by the sex of the individual wearing the hat. Uniform hats had a greater influence on a policewoman's image than on a policeman's image. Results are discussed in terms of their implications for police attire in general and a policewoman's uniform in particular.

Attire and Charitable Behavior

College students walking in the hallways of their school were asked by three female confederates to donate money into a canister to benefit a national charity. Confederates were dressed in “preppy” attire for half of the trials and in “messy” attire for the remaining trials. Each confederate approached 60 subjects (30 under each condition of dress) to request donations. Analysis indicated that the requester's attire significantly affected giving. Both male and female subjects were more likely to donate when the confederate was well-dressed. These findings support and extend earlier data with adults and with nonaltruistic requests; implications for charitable endeavors are drawn. Suggestions for research are also provided.

The Effects of Apparel on Compliance

Past research indicates that apparel influences our behavior and our impressions of others. One type of apparel that is both salient and symbolically significant is the uniform. Few studies, however, have examined the influence of uniforms on behavior, especially with female authority figures. In this study a female confederate who was dressed in a uniform, professional attire, or sloppy clothing told subjects to give change to a person who was parked at an expired parking meter (Bickman, 1974). The results showed that compliance was higher when the confederate was dressed in a uniform. Verbal reasons given for complying also differed across conditions. The study shows that a uniform is a certificate of legitimacy (Joseph & Alex, 1972)for females as well as males and that both sexes are influenced by a female dressed in a uniform.