A Study on the Role of Emotions in Forming an Attitude Toward the Purchase of Clothing

의복구매태도 형성과정시 감정의 역할 연구

  • Choi Sun Hyung (Dept. of Clothing and Textiles, College of Home Economics, Seoul National University) ;
  • Lee Eun Young (Dept. of Clothing and Textiles, College of Home Economics, Seoul National University)
  • 최선형 (서울대학교 가정대학 의류학과) ;
  • 이은영 (서울대학교 가정대학 의류학과)
  • Published : 1990.08.01

Abstract

The purposes of the study are to investigate the emotional dimensions toward clothing and to examine the role of these emotional reactions in mediating the effects of clothing cues on an attitude toward the purchase of clothing. The results are as follows: 1. The emotional dimensions to clothing are pleasure and arousal. 2. The model demonstrates an important role of emotion (pleasure) as mediators in forming an attitude toward the purchase of clothing.

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