An assumption has been proposed to investigate the complicated phenomena of fashion on the basis of socio-psychological studies. Further an example of the methodology of this study has been described. The following discussions have been made to reveal theoretically and experimentally psychological factors of human on fashion behavior within the frame of “system of life”.
(1) Studies on fashion published to date have been reviewed and arranged.
(2) A rew theoretical assumption has been constructed on the basis of systematic background.
(3) The assumption has been replaced by the quantitatively measurable hypothesis.
(4) The construction of human consciousness have been revealed by such experimental analyses as statistical research and multi-variance analyses.
(5) Factors to determine the main types of human have been found on the basis of the structure of consciousness. Common and different patterns of these types have been considered.
(6) Some characteristic factors of these types have been found. The consciousness and behaivor of human have been understood by the mutual relationship among these factors.
A survey has been conducted on “modern women's view on underwars” on the basis of the study described above. The survey has revealed the consumers' behaviors to underwars. The behaviors have been classified into three main groups by the cluster analysis. The differences have been revealed of consciousness and behavior characteristic of each type of human.
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