The Types of Emotion Experienced in the Process of Wearing Clothes

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Consumers experience various emotional responses to clothing in consumption process. These emotional responses are important in explaining consumer behavior of clothing. The Purpose of the study was to identify the types of emotion that consumers experience in the process of wearing clothes. A questionnaire consisted of 35 words expressing emotion was developed. 110 female college students were surveyed to find out consumption experience of clothing. The empirical study was conducted in two ways. One is that the subjects were asked to respond six-point unipolar scale of emotional adjectives to identify the various emotions that consumers experienced. The other is that four different wearing situations were described for the survey and then the subjects were asked to respond same questionnaire. The data surveyed for research were analyzed by factor analysis. The conclusion of empirical study was as follows. The types of emotion that consumers experienced at various situstions were: pleasure, arousal, unpleasure, aversion, dominance, sandness, security and tension.