Economic Recession and Women's Choice of Dress: Experimental Evidence

Abstract

This study aimed to examine the effects of economic recession on women’s choice of dress by experimentally manipulating perceived economic conditions. Based on life history theory and previous empirical studies, the researcher tested predictions that economic recession cues would lead to deeper necklines, tighter waistlines, and shorter skirts in clothing chosen by women. Furthermore, the researcher explored the effects of economic recession cues on types and design features of apparel and accessories selected by women. Specifically, this study intended to answer the following research questions through exploration: (1) What are the effects of economic recession cues on the types of apparel/accessories chosen by women? (2) What are the effects of economic recession cues on the specific apparel/accessories items chosen by women? A total of 102 undergraduate students were randomly assigned to one of two conditions of recession and control. To manipulate perceived economic conditions, participants in the recession condition were asked to read text describing economic recession while participants in the control condition were asked to read text unrelated to recession. Then, all participants were asked to draw an outfit they would be wearing to a party. It was revealed that economic recession cues resulted in deeper necklines in clothing chosen by women. However, exposure to economic recession cues did not result in significant differences in waistline tightness and skirt length. In terms of the types of apparel and accessories chosen by women (RQ1), participants were less likely to wear an additional pullover over a top when exposed to economic recession cues. Furthermore, they were more likely to wear a necklace and less likely to wear earrings. For specific apparel/accessories items (RQ2), participants were more likely to wear a gold-tone necklace, a pink top, and a black solid skirt when exposed to economic recession cues. The findings of this study add to literature on consumer behavior under economic recession and contribute to theories on the stylistic changes of fashion.