Power and provocativeness: The effects of subtle changes in clothing on perceptions of working women

Clothing motivation, online critical thinking, and the behavioural intention of clothing collocation: Mediation analysis on Chinese youth

Recent years have witnessed a boom of fashion blogging sharing information about clothing and cosmetics on diverse social media platforms. Constant exposure to fashion-related digital information heavily impacts the conception and behaviours of Chinese youth. Compared to the substantial studies on the impact of social media, scarce research has been conducted on how youth’s cognitive processing of fashion-related digital information interacts with motivational factors to determine the subsequent behaviours. This study made an initial attempt to address this issue by exploring the successive associations between clothing motivation (amotivation, controlled, and autonomous motivation), online critical thinking (for information credibility, objectivity, and relevance), and the subsequent behavioural intention. A total of 1997 Chinese youth with diverse educational backgrounds voluntarily participated in the study. Results confirmed the direct links between clothing motivation and the behavioural intention, and these links were mediated by different online critical thinking practices. This study provides new insights for both practitioners and scholars in the fields of education, psychology, social media, and marketing.

Can success deflect racism? Clothing and perceptions of African American men

We examined the effect of different clothing styles on the perceptions of African American men. Using a between-group design, we tested whether participants perception of African American models wearing sweatpants and sweatshirts ("swagger"), clothing showing they won an event, or formal clothing, would vary. Participants (N = 143) viewed four African American models in one of three conditions. Multivariate analyses of covariance (MANCOVA) with Symbolic Racism Scale scores as a covariate revealed that participants rated models in Formal clothing significantly higher than models in winning clothing in intelligence, p <.001, trustworthiness, p <.001, and warmth p =.005. Models wearing formal clothing or winning clothing were also rated significantly higher than models wearing swagger clothing on several traits. Participant's Symbolic Racism Score significantly affected their ratings of models. Results suggest that the clothing that an African American wears, as well as viewer prejudice, affects the impression that the viewer makes.

The influence of T-shirt graphics on perceptions and behavioral intentions

Do graphics on clothing drive perceptions? We used a between group design to test if athletic, academic, or suggestive graphics on clothing differentially influence perceptions and behavioral intentions. In study 1, participants (N = 199) rated five female t-shirt models, and in study 2 and 3, participants rated five male t-shirt models (N = 120) or university students (N = 50). Analyses of variance controlling for sex (ANCOVA) showed participants were least likely to want to interact with models/students wearing sexually suggestive graphics: Study 1, F(3,165) = 30.263, p < .001, η_p² = .30, power = 1.00; Study 2, F (3,119) = 11.630, p < .000, η_p² = .234, and Study 3, F(1, 42) = 12.578, p < .000. Participants did not rate models in the academic and athletic graphic shirts differently from models with plain white shirts. Results support the concept that people form different perceptions based upon the clothing a person wears, changing behavioral intentions. Neither sex role ideation (Study 1) or sexism (Study 2) were significant covariates of perceptions and intentions.

Dressing "in code": Clothing rules, propriety, and perceptions

Does dressing in line with societal clothing rules make a woman appear more professional and competent? We used a within-subjects design and tested if participants rated women dressed in compliance with school and workplace clothing rules more positively than women not dressed in compliance with rules. Participants (N = 89) at a mid-sized mid-western university rated 10 pictures of women captured from the internet on 11 attributes. Participants rated the five women dressed following clothing rules higher on a composite measure of positive attributes (intelligent, competent, powerful, organized, efficient, and professional), F(1, 86) = 68.92, p < .001 η_p² = .45. Participant's ratings did not correlate with their own self-reported levels of sexism. Participants' gender was not a significant correlate. Our findings indicate that how students perceive women significantly relates to dressing in code. Participants rated women in less revealing and less tight clothing more positively.