Skirt length theory: The impact of perceived financial status on skirt length preference
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Date
2012-05-01
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Association for Consumer Research
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Abstract
The belief that there is a relationship between skirt length and the state of the economy is strongly established among laypeople. In this paper, we examine the impact of the perception of financial status on skirt length preference. Using the “Environmental Security Hypothesis” as a theoretical framework, we predict that people will prefer short to long skirts when they perceive their financial status as good. Two experiments demonstrate that consumers’ preference for short (vs. long) skirts is systematically changed by different perceptions of financial status. Furthermore, this preference occurred due to their perceived need for security.
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Asia-Pacific Advances in Consumer Research, 2012, 10 pp. 23 - 25