Aesthetic and Utilitarian Qualities of Clothing: Use of a Multidimensional Clothing Value Model

Abstract

The purpose of this exploratory study was to investigate consumers' valuation of clothing and accessory items on the basis of aesthetic and utilitarian qualities. Differences in dollar amounts consumers said they would be willing to pay for the items served as indicators of valuation. Data were collected from 102 female shoppers at a regional mall in a north central city. Analysis of variance and Tukey post hoc comparisons were used to determine whether differences existed be tween the dollar amounts that consumers said they would be willing to spend for the clothing and accessory items. The findings indicated that subjects were willing to pay the most for high aesthetic items regardless of utility and the least for low aesthetic, low utility items. Demographic variables such as age, income level, marital status, number of children, race, occupation and educational level were not significantly related to dollar amounts that subjects said they were willing to spend.

Consumers' Evaluations of Apparel Form, Expression, and Aesthetic Quality

“…Previously, Morganosky (1984) established the priority role of aesthetics in relationship to utility for consumer decision making in relationship to apparel products. These include an emphasis on form as the central component of the aesthetic judgment or expression.…”

Effects of a product display and environmental fragrancing on approach responses and pleasurable experiences

“…These two independent variables were hypothesized as predictors of approach responses. Previous studies (Eckman, Damhorst, & Kadolph, 1990;Morganosky, 1984;Zukerman, 1979) found that tangible qualities (e.g., color, pattern, styling, fabrics) of an apparel product were of primary importance in product selection, purchase decision, or dollar amount subjects willing to spend on a product. These studies are supported by the positive relationship between sensory pleasure and approach responses toward apparel products found in the present study, but this body of past research did not take into account the effect of pleasurable cognitive experiences associated with the product.…”

Facilitating Students' Integration of Textiles and Clothing Subject Matter Part One: Dimensions of a Model and a Taxonomy

“…Aesthetic value, more than utilitarian (instrumental) value, is associated with U.S. consumers' willingness to pay more for apparel prod- (Morganosky, 1984). Aesthetic value, more than utilitarian (instrumental) value, is associated with U.S. consumers' willingness to pay more for apparel prod- (Morganosky, 1984).…”