Volume 29, Issue 1
DOI: 10.24205/03276716.2020.183
INFLUENCE OF FASHION DESIGN METHODS ON PSYCHOLOGICAL PREFERENCES OF CONSUMERS: AN ANALYSIS BASED ON SOCIAL PSYCHOLOGY THEORY
Abstract
Creativity and aesthetic judgment are increasingly important in fashion design. For consumers, the psychological preferences for fashion design are closely related to social psychology. Based on the theory of social psychology, this paper explores how different fashion design methods affect the psychological preferences of consumers. First, the theory of social psychology was briefly reviewed, followed by a detailed theoretical analysis on fashion design methods. Then, a questionnaire survey was conducted on different groups of consumers on their psychological preferences for different fashion design methods. Through statistical analysis on the survey data, it is concluded that the psychological preferences of consumers for fashion design methods are influenced by gender, age and average monthly income; if the fashion design method changes,the female consumers, young consumers and consumers with high average monthly income show relatively obvious variation in psychological preferences. The research results lay the theoretical basis for the application of psychology in fashion design.
Keywords
Fashion Design, Psychological Preference, Social Psychology, Self-Efficacy, Cognition.