Enclothed Cognition: The Impact of Clothing Style on Consumer Behaviour
(A2024-119860)

AUTHORS

Tatiana Kozlova, Technische Universität Berlin; Katrin Talke, TU Berlin

ABSTRACT

This study challenges the conventional view of enclothed cognition by proposing that the symbolic meaning associated with clothing styles can trigger congruent behaviors, even when the clothing is not physically worn. Immersive avatars are examined as amplifiers of clothing symbolism. The research focuses on the activation of style related stereotypes through two distinct design styles, glam and hippie. Hypotheses suggest that glam style activates status-related behaviors, with implications for marketing strategies. In a rapidly evolving retail landscape, this study offers practical insights for marketing managers, both in traditional and virtual environments.