The hypothesis has been offered that mere repeated exposure of a novel stimulus object makes a favorable impression. In our two previous studies, we found the mere exposure effect appeared in the case of the dress. The purpose of this study is to examine how the mere exposure effect appears when subjects are told the model wearing the dress as a supermodel. The procedure used in this study was essentially identical to that used in our first study, except that subjects were told the model wearing the dress manipulated experimentally as the supermodel.
As a result, the mere exposure effect was not appeared in the rating of friendliness impression, but appeared only in the rating of likability impression. Implications of these findings for mechanisms of the mere exposure effect were discussed theoretically.

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The present study aims at (1) measuring the degree of positive and negative affects aroused by putting on clothing, and (2) relating them to subjects' evaluation for the clothing at each situation (graduation party, attending classes at college, trip to leisure land, and job interview). The measurements were based on a total pool of 35 adjectives, representing seven affect states (Cheerful, Fulfilled, Confident, Calm, Depressed, Ashamed, and Tense) developed by our previous studies. University or college female students were instructed to respond to each adjective according to how they were emotionally affected by the clothing at each situation and also respond to rate the clothing on showy/subdued or formal/casual bipolar adjective scales.
Results showed that : (1) for the showy/subdued clothing, “Fulfilled affect” was aroused by the clothing rated as subdued at a job interview, and “Confident affect” was done by the clothing rated as showy at a graduation party. “Cheerful or Calm affect” tended to be generated through the clothing ratedas neutral ; (2) for the formal/ casual clothing, the magnitude of “Fulfilled or Confident affect” was increased with increasing formality in clothing, while that of “Cheerful or Calm affect” was inverse : as the formality increased, it was decreased.

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In the same aim, subject and method as the former study, relationships between the evaluation for clothings and the affect arousing on dressing the cloth were reserched. Measuring scales of the evaluation for the clothing were Appropriate/Inappropriate dress for situation and Like to dress/Not like to dress. Dimensions of the affect state and situations were as same as the former study.
Results are shown as follows. The relation of two items with the evaluation for the clothing and seven items with the affect state showed similar pattern.
In positively evaluated cases on both items, “Cheerful affect” generated intenselyat each situation, especially showed high rates in “Trip to leisure land” and “Attending classes” . “Confident affect” showed high rate in “Graduation party” and “Fulfilled affect” showed high rates in “job interview” and“Graduation party” . “Calmaffect” showed high rates in “Trip to leisure land” and “Attending classes”.
On the other hand, in negatively evaluated cases on both items, “Ashamed affect” generated at most degree and “Depressed affect” ranked next. It was found out that “Tense affect” had variable rates according to situations on dressing positively evaluated clothes on both items

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The purpose of this study is to investigate how women's psychological effects of make-up is affected by changes of ages. Data were collected from 227 students of women's university, 132 mothers of the students and 217 employed women in their twenties in the area of Tokyo. The scale values of subject's public and private self-consciousness were obtained through the instrument of Sugawara's Self-Consciousness Scale, and ones of their psychological effect on make-up behaviours were obtained by means of factor analysis techniques for responses to the questionnaire on make-up awareness and feeling. Correlation analysis techniques were applied to discuss relationships between self-consciousness and psychological effect on make-up behaviours.
From the result of this study, it was found that subject's psychological effects for factors derived from factor analysis were different from case to case of university students, mothers and employed women, and that these effects were related to subject's public and private self-consciousness.

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The purpose of this paper is to clarify differences in images of clothes expressing masculinity and femininity between male and female according to develop the scale for measurement of these images. We selected 63 image terms, which were collected by using open-ended question, for masculine or feminine dress. Male and female students and grown men rated their desirable dressing images for male and female on 7-point Likert-type scale consisted of 63 image terms.
Then, factor analysis for ratings was performed to examine the structure of the images and the scale items to select. The scale for measurement forms five dimensions composed of “beauty and sensitivity”, “conspicuousness”, “casualness”, “refinement” and “conservativeness” . Each dimension contained six items. This scale is valuable even in differences of subject and time. The reliability of the scale was confirmed by the fact that Cronbach's ?? coefficient was higher than 0.7.
Differences in images of clothes expressing masculinity and femininity between male and female were also examined by measuring the developed scale. Both male and female pointed “refinement” and “casualness” as the desirable dressing image of masculinity. The points of “beauty and sensitivity” in the case of male were higher than those of female. The importance of “refinement” and “casualness” was pointed out as the desirable dressing image for female. On the basis of this fact, the desirable dressing image has been chaging with social status of female.

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The purpose of this study is to discuss the visual image of seventy kinds of Polka Dot Patterns. The images on the patterns were measured by S.D.method, on five points scales and those data were analyzed by principal component analysis, cluster analysis and quantification method I technique.
The results were as follows.
1) Pertaining to the visual images of Polka Dot Patterns, two fundamental factorstermed “refined” and “simplicity” were extracted. The cumulative contribution of both factors was 76.5%. The first factor was related to the diameter of polka dots, and the second, to the density.
2) The results of cluster analysis with Ward method, showed that the Polka Dot Patterns were classified into four clusters in terms of their diameter and density.
3) The relation between diameter and density and background colour of Polka Dot Patterns and items of adjective pairs was analyzed by quantification method I.
As the result, it was found that the first factor “refined” by principal component analysis is related to the diameter, and the second factor “simplicity” is related to the density to the adjective pairs of high factor loading values.

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