College students' preferences for therapist attire, gender, and office decor

Previous research has explored factors of professional image that may influence potential clients' perceptions of and preferences for clinicians, such as therapist attire, gender, and office decor (e.g., Amira & Abramowitz, 1979; Stillman & Resnick, 1972); however, this research is limited and outdated. It was predicted that both main effects and interactions of therapist attire, gender, and office decor would be found based on ratings of the counselors. It was also hypothesized that participants who had considered seeking counseling would provide higher ratings of the counselors as compared to those individuals who had not considered counseling. Surveying undergraduate and graduate students (N = 169), results suggest that female therapists in casual attire and male therapists in formal attire (as depicted in a series of service brochures) were found to be more expert and trustworthy. Female therapists were also found to be more attractive than male therapists, and therapists in formal attire were found to be more expert than therapists in casual attire. No significant differences were found for office decor. Lastly, results indicate that no significant differences of overall perceptions of therapists were found between those individuals who had considered seeking counseling and those individuals who had not. Consequently, clinicians are encouraged to consider the implications of these results when employing marketing practices and establishing first impressions with clients. Additionally, these results may benefit training programs of clinicians.