The Analysis of Emotional Responses Evoked by Clothing Styling

The present paper demonstrated the different emotional responses between males and females triggered by sportswear styling, using SAM model and ERPs instrument to examine the interactions of human psychological emotions and their brainwave changes which indicate physiological activity of the central nervous system. The main purpose of this paper was to use brain imaging technology to recognize the differences of “inner” emotions between males and females from brain wave signals, and to examine the interactions of human’s psychological emotion dimensions and psychophysiological responses. Results indicated that males and females had similarity and inconsistency for the emotional response of different styling of clothing. The advantage over traditional methods of measuring emotion evoked by clothing, like self-reports is that they leave out the psychological and physiological biases of Emotions. The study’s findings should provide valuable information and reference to fashion designers, consumers and clothing manufacturers for future product design and development.