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The aim of the study was to quantify and explore the causal relationships of appearance management through an analysis of one's own clothing and wearing experience, namely clothing preference, personality factors, emotion and mood, newness, familiarity of one's own clothing, and social interaction. Explorative quantitative and qualitative research was carried out using a uniformly composed sample of 10 size 12 females. A personality questionnaire was completed a short while prior to the study. A 10 day 'wearing diary' was administered to record where and when outfits were worn. Two questionnaires were completed measure emotion and mood, prior to changing into clothing (a daily baseline), and when they were wearing or changed clothing (dynamic mood). Qualitative information was recorded and included their thoughts and feelings other than the questionnaires, along with photographs that were taken by participants. Preference, social and newness ratings for each outfit worn were recorded after the 10 day period. SPSS analysis identified relationships and linear regression analysis identified preference indicators. Thematic analysis identified 9 themes regarding the management of mood, personality and social factors when wearing one's own clothing. The results indicated strong relationships between emotion, mood, personality and preference and how much newness and different levels of social interaction influence these factors. Participants tended to match their mood and personality with their clothing choices but in some cases also compensated. This research recognises the value of consumer psychological processes involved in appearance management, and has implications for further research into product involvement, post-purchase behaviour and retail strategies for personal shoppers.

Identifying the Causal Relationships of Appearance Management through an Analysis of One's Own Clothing and Wearing Experiences over a 10-day Period