Female College Students' Perceptions of Appropriate Clothings to Fragrances Part 3 : Effect of Preference for Fragrances and Image Congruence on the Perceptions of Appropriateness

• Published in: Sen'i Kikai Gakkaishi (Journal of the Textile Machinery Society of Japan) Vol. 45; no. 7; pp. T107 - T113
• Main Authors: Yamashita, Shinsuke, Kawabata, Sumiko, Fujiwara, Yasuharu
• Format: Journal Article
• Language: English; Japanese
• Published: The Textile Machinery Society of Japan 25.07.1992
• ISSN: 0371-0580; 1880-1994
• DOI: 10.4188/transjtmsj.45.7_T107

The purposes of this study were : (1) to examine what image the clothings and the fragrances perceived to be appropriate were congruent with, and (2) to determine the effects of subjects' preferences for the fragrances and their image congruences on perceived appropriateness of the clothings to the fragrances. One hundred and six students rated the degree of appopriateness of clothings to each of 5 fragrances and their images of the fragrances and the clothings on a seven-point semantic differential anchored with 11 adjective pairs and a liking-dislikingpair. Average ratings over subjects were computed for the 10×11 rectangular matrix of the 5 fragrances, the 5 clothings by the 11 semantic differential scales. This matrix was submitted to a ALSCAL multidimensional scaling analysis, yielding two dimensions named casual-formal and showy-sober respectively. The result indicated that Fruit, Green, Citral, and Jeans were plotted in the image space of casual and sober, Floral, Oriental, Suit, Furisode, and Negligee in the image space of formal and sober. Multiple regression analyses were also employed to examine the effects of subject's image congruences of the clothings and the fragrances and their preferences for the fragrances on their perceptions of appropriatenss. The multiple correlation coefficients ranged from 0.29 (p<0.01) to 0.58 (p<0.01) for the 25 analyses. Except for Floral, the standardized regression coefficients of both independent variables were comparable values, indicating that the image congruence and/or the preference contributed to the perceived degree of the appropriateness.