Skirt Length Theory: the Impact of Perceived Financial Status on Skirt Length Preference

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.



Citation:

Jae-Eun Kim and Jungkeun Kim (2012) ,"Skirt Length Theory: the Impact of Perceived Financial Status on Skirt Length Preference ", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 23-25.

Authors

Jae-Eun Kim, Auckland University of Technology, New Zealand
Jungkeun Kim, Auckland University of Technology, New Zealand



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012



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