Gender differences in apparel consumer's color selections

Includes bibliographical references (pages 50-53)The purpose of this study is to identify gender differences in apparel consumer???s color selections amongst personality and emotion and to examine if color selection impacts personal image differently according to gender. Literature relates the consumer???s apparel color selections to different factors such as gender, age, personality, time place and occasion, associations, emotion, and culture. However, we still do not have a clear explanation of whether or not there are gender differences in color selection according to these factors or if color selection impacts individuals differently according to their gender (Palmer & Schloss, 2009).\ud A research model was developed, proposing that personality and emotion influence color selection and color selection influence??? personal image. This research model was also used to determine if there were any gender differences in the proposed relationships between the variables (emotion, personality, and personal image). Six different hypotheses were developed based on the literature review and the research model. Hypothesis 1 proposed that personality influences apparel consumer???s color selections. Hypothesis 2 suggests that emotion influences apparel consumer???s color selection and hypothesis 3 assumes that apparel consumer???s color selection impacts their personal image. Hypothesis 4 proposed that the influence of personality on color selection is different by gender. Hypothesis 5 suggested that the influence of emotion on color selection is different by gender and hypothesis 6 indicates that the influence of color selection on the impact of personal image is different by gender.\ud Two focus group interviews were conducted; one male focus group and one female. A qualitative approach was used for the study. Interviews were conducted to test the proposed hypotheses by asking participants questions pertaining to color selection. The results were in support of hypothesis 1-3. There was a significant influence of personality and emotion on color selection and that color selection impacted participants??? personal image. For hypothesis 4, the results did not indicate a significant difference amongst genders personalities influencing their color selections. However, the results did support hypothesis 5-6, indicating that there was a difference amongst genders emotions influencing their color selections and there was a gender difference in their color selections impacting their personal image. Women were more influenced by their emotions when selecting colors in apparel (H5) and there was a much greater level of impact from their color selections on their personal image (H6).\ud The academic significance of this study was to utilize an existing theory to build knowledge upon it. Application of the hunter-gatherer theory was appropriate for this study because prior studies have related the hunter-gatherer theory to gender differences within color selection. Additional qualitative research can explore the validity of the Ecological Valence Theory (EVT) in relation to gender differences in color selection. The information gathered from this study can also be utilized by providing image consulting services to examine individual???s personality types and in order to come up with a color palette that is specifically provided to them according to their personality type. The ambiance inside of clothing stores should not be overlooked when results from this study indicate consumers are influenced by their emotion when selecting apparel colors. Furthermore, the interior design and music are both very important details that can be used to enhance sales. If the influence and impacts are there for male consumers, however, they are just not aware or conscious of them, and then marketers should strategize how to make male consumers more aware in order to increase sales