Attire bias : the effects of clothing on perceptions of group members

Abstract

This study sought to find the spectrum of biases and judgments that are made through the perception of dress. Participants from a Midwestern university rated a group and its leader on levels of energy, knowledge, friendliness and socio-economic status. The leader's dress style varied by condition as either professional or causal. Results did not indicate that judgments varied as a function of attire; however, exploratory analyses did find a relationship between age and judgment of the target's energy level, knowledge level and leadership ability. Younger participants viewed the leader more positively regardless of her style of dress. Limitations are discussed and suggestions for modification of the current study for future research are provided.