女性の服装評価に及ぼす比較水準の影響

抄録

This study was designed to examine whether or not social comparison effect, comparative appraisals, was observed on clothing evaluation. Fifteen female clothing assigned to each of subdued-showy, casual-dressy, light-heavy, or individualistic-ordinary dimension were selected among 50 clothing through Thurstone's judgment method. The 15 clothing included in subdued-showy dimension were divided into 5 categories : “moderately subdued”, . “slightly subdued”, “neutral”, “slightly showy”, “moderately showy”, according to the degree of the subduedness-showyness. The clothing in the other, dimensions were also done, as were subdued-showy dimension .
Out of the 5 categories, nine clothing assigned to 3 categories in the absence of 2 categories assigned to “moderately” or “slightly” for each dimension was shown as photographs to female college students who were not subjected to the evaluation for the 15 clothing in the 5 categories. The 9 clothing fallen within 3 categories were evaluated in 7 grades, using SD scale of each dimension.
Mean values of each clothing evaluated in the 9 clothing of 3 categories were compared with those of each clothing done in the 15 clothing of 5 categories. The results suggested the mean values of “moderately” category clothing evaluated in the absence of “slightly” categories tended to shift to the “slightly”, whereas the values of “slightly” category clothing done in the absence of “moderately” categories tended to shift to the “moderately”.These revealed that comparative appraisals influenced clothing evaluation.