The hypothesis has been offered that mere repeated exposure of stimulus object makes a favorable impression.It is the purpose of this paper to discuss whether the effect of mere exposure appears in the caseof impressions for dresses. In this experiment, fourteen photographs of novel dresses were used as stimulus objects, and they were rated by means of 12 semantic differential scales which contain favorable impression scales such as “agreeable-disagreeable”, “friendly-unfriendly” and “likable-dislikable”. In regard to the rating experimtnts, the scale values of “friendly-unfriendly” and “likable-dislikable” except on “agreeable-disagreeable” moved towards favorable scale side with increasing the number of stimulus exposures.
From the result of this study, it became clear that the effect of mere exposure appears as numbers of stimulus exposures approaches about 20 times over 10 times at least. It is considered that the effect of mere exposure for dress is related to one reason of adoptable motives in fashion.

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This research was designed to investigate whether (1) there existed a consistent perception of appropriate colors in female dress styles, and (2) the pereception of the appropriate colors was related to color-image/dress style-image congruity. One hundred and forty college students rated the degree of appropriateness of each of six colors (vivid red, grayish yellow, vivid yellow, dark blue, pale greenish sky, and vivid purple) for each of six styles of female dress (two classic styles and four casual styles) and also rated their color and dress style images on a seven-point semantic differential scales.
Each of the colors for each of the styles was ranked according to the perceived degree of the appropriateness, also according to the degree of the congruence between the color and the dress style images. Kendall's coeffient of concordance (W) was used to test the agreement in subjects' rankings. Significant agreement was found for rankings of the appropriate colors and for those of the image congruence for each of the dress styles.Comparisons of the rankings of the appropriateness and those of the image congruence indicated that the colors of which image were congruent with those of the dress styles were likely to be perceived appropriate.

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The purpose of this study is to examine the consistency of preferences for the dress image and to examine the relationship between perferences and clothing behavior. In the previous paper, dress samples were classified into four dress types by personal perception. In this paper, four dimensions (cognitive emotional dimension, motive and behavioral dimensions) were settled for preferences these four dress types, and the examination for female students was reported.
The results were as follows;
In freferences for the dress image, it was found that the dimensions of the attitude of student's preferences had a high level of consistency.
In the relationship among preferences personal trait and clothing behavior, a lot of related items were found and also the traits of female students that liked each type were clarified.

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In order to clarify the relationship between modern workers' lifestyle and the clothing behavior, analysis was conducted on working men and women in their forties and fifties. They were asked about their lifestyle such as attitude toward their everyday life, their values, and their concerns. They were also asked about their concerns and interests with respect to clothing, their purchasing habits, as well as dressing attitude.
The results are as follows :
1) With respect to attitudes toward one's lifestyle, men found satisfactory life when they were working, while women found satisfaction when they were with their family. Men were found to be assertive, while women tended to be yielding.
2) With respect to attitudes toward clothing behavior, difference was seen between men and women on the subject of fashion, where women tended to be more enthusiastic about fads and fashion news.
3) An attempt was made to classify the subject field according to differences in dressing attitude. As a result, the subject field was able to be grouped into four types.
4) The four types that were grouped according to dressing attitude were categorized with respect to basic attributes and varying lifestyles. These categories include the subject's sex, age, occupation, education level, place of residence, lifestyle, as well as theirallowance. As a result of categorizing thesubjects according to these attributes, a difference was observed among the grouped types.

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The purpose of this study is to investigate the influence of observer's personality on supposition of subjects'personalities observed though impressions for their dresses. Data were collected from 199 students of women's university. The scale values of subject's self-esteem were obtained through the instrument of Self-Esteem Scale, and ones of their ego strength were obtained by means of factor analysis techniques for the subjective ratings of dressing consciousness. On the other hand, the personalities for persons of twelve pictures were evaluated through six semantic differential scales such as “extroversive-introversive”, “confident-unconfident” and “cheerful-quiet” etc.
From the result of this study, it was found that there are the tendency to be statistical significant difference between high level groups and low level groups of self-esteem and ego strength characters in the case of persons'personalities of the following pictures. They were individual pictures such as manish and fashionable, or unindividual ones such as feminine and unfashionable.

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