Study level

  • PhD
  • Master of Philosophy

Faculty/School

Faculty of Business and Law

School of Advertising, Marketing and Public Relations

Topic status

We're looking for students to study this topic.

Research centre

Supervisors

Professor Gary Mortimer
Position
Professor
Division / Faculty
Faculty of Business & Law

Overview

The theory of “enclothed cognition” suggests the systematic influence that clothes have on the wearer's psychological processes.

Researchers have found the diverse impact that clothes can have on the wearer. It is proposed that enclothed cognition involves the co-occurrence of two independent factors—the symbolic meaning of the clothes and the physical experience of wearing them. For example, research has found physically wearing a lab coat increased selective attention compared to not wearing a lab coat, and wearing a lab coat described as a ‘doctor's coat’ increased sustained attention compared to wearing a lab coat described as a ‘painter's coat’, and compared to simply seeing or even identifying with a lab coat described as a doctor's coat.

Research on the psychology of colour also finds that colour can influence our behaviour. Colour can evoke different moods and feelings, and research has supported the idea that colours can have psychological effects. Experiments have found the colour ‘red’ in sporting jerseys, can affect player performance and judgements of performance. The colour blue for example, creates a sense of calmness, serenity and relaxation.

So, this project, will involve experiments to test whether wearing brightly coloured clothing, can affect mood states.

Contact

Contact the supervisor for more information.