The Research On Stereotypes Of Clothing Brand Preference In College Students

This study adopts the self-made questionnaire and the experimental test research methods to make research on stereotypes of clothing brand preference in college students. On one hand, discussing the existence of the explicit and implicit stereotypes of the persons with clothing brand preference, and the differences between different types of subjects; one the other hand, exploring the relationship between the explicit and implicit stereotypes. The results show that:(1)Conducting pre-experiments with the self-made questionnaire, harvesting four factors: “capable-fashion”, “personal-confident”, “serious-faithful”, “rational-prudent”. The reliability and validity of this questionnaire is good, so, it can be used in the empirical research.(2) In general, college students have significant explicit stereotypes to the persons with clothing brand preference, and the direction of the stereotype is positive. Among them, college students have best evaluation to the women with clothing brand preference, and have the worst evaluation to the women without clothing brand preference, though all the evaluations are positive.In concrete terms,college students think that persons with clothing brand preference may be more faithful, serious, fashion, knowledgeable but may tend to be money worship,boring and conservative;and hold that persons without clothing brand preference may be more frank, indifferent, independent, confident, creative, but a little capricious and rambling.(3) The explicit stereotypes of different gender or clothing brand preference subjects to target groups(the experimental group and control group) are significant differences.(4) College students have significant implicit stereotypes to the target groups; they have positive evaluation to the persons with clothing brand preference, and have the negative evaluation to the persons without clothing brand preference.(5)The implicit stereotypes of different gender or major subjects to target groups(the experimental group and control group) are significant differences.(6)The explicit-implicit stereotypes of the college students to the persons with clothing brand preference are uncorrelated.