Whipkey: Does Matter: Color of Women's Business Atire Effects on Eva

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Does Color Matter: Color of Women's Business Attire Effects on Evaluations of Career-Related Personality Constructs

Rachel Whipkey

In this study, the impact of women's business color on impressions related to work competence was evaluated. After viewing one of three color versions (beige, , or ) of a casual style business suit, 82 women completed ratings of perceived competence and task ability and social attributes. Results found no differences between clothing color and task ability and competence ratings. Participants reported more favorable social attribute impressions of the blue attire. Majority of the participants (n = 79) found the model suitable for employment. The importance of young women's clothing selections when preparing for entry-level career-oriented job interviews is discussed.

Findings from an earlier study on college stimulus models, both men and women students' clothing style preferences (Whipkey, ranging in age from 18 to 40, were depicted 2006), indicate that, overwhelmingly, college wearing both their recommended color and a students prefer casual dress style. Further, non-recommended color. One hundred and when evaluating business clothing, choices sixty seven women and 83 men viewed the six were made based on comfort, appropriateness pairs of photographs and rated in which to situation, and that the style was not photograph the stimulus models looked more embarrassing. Choices were also based on attractive. Ratings evaluated facial expression, attractiveness and stylishness of clothing style of shirt, color of shirt and "other items. Fitting with their preference criteria, it reasons". Results found that 17% of was found that a model wearing participants selected all six models wearing trendy/current business attire was viewed as the recommended of clothing as more more sociable than one wearing the traditional attractive; 3 5% selected five wearing the business attire. Along with style, an added recommended colors, and 23% selected four factor that may influence clothing preferences wearing the recommended colors. and may also impact first impressions of Additionally, shirt color was significantly women seeking employment in the business selected as more important than facial world is color. expression and style of shirt. Therefore, There has been little research conducted results showed that clothing color had a large investigating the relation between clothing impact on impressions formed of the wearer. color and impressions formed of wearers Looking specifically at clothing color, Lind traits. However, indirect evidence suggests (1993) investigated the relation between that color may be important. Randeloff general and preference for (1990) examined whether perceived clothing colors. One hundred and thirty young attractiveness varied on the basis of color. The adults, both men and women, viewed ten study also examined whether stimulus models colors, representing the ten Munsell . were viewed more positively in colors Each participant put the ten hues in order of recommended for their skin tones than colors personal preference, when asked to think only uncomplimentary to their skin tone. Six of the colors. The participants then put the ten

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hues in order of personal preference when of , value and garment style on college thinking of clothing, such as a sweater. For recruiters' assessments of employment students, overall color preference and clothing potential. One hundred and thirty eight color preferences showed that -blue was recruiters, 71% men and 28% women, viewed ranked first, followed by blue, and red­ a female stimulus model with ivory skin color purple. Yell ow- and red- were depicted in a tailored or feminine blouse in ranked last. Fifty percent ofthe students chose one of four colors: apricot (red, high value), the same color for color preference and -red (red, low value), icy aqua (green, clothing color preference. Only one third of high value) and pine green (green, low value). participants did not select their first color Participants rated the model on seven preference as either first or second clothing employment potential statements. Results color preference. A significant positive showed that when the model was depicted association was found between first clothing wearing the apricot blouse, participants rated color preference and color of students' her as more compatible with the position than favorite garment. when depicted wearing the orange-red, icy Within the workplace, the importance of aqua or pine green blouse. When the model clothing style, specifically color, has been was depicted wearing the orange-red blouse investigated relative to first impressions. participants rated her as significantly less Damhorst and Pinaire (1986) investigated the compatible. There were no significant effects effect of clothing color on perceptions of associated with the garment style, tailored potential job candidates by interviewers. One versus feminine. hundred and seven men and 10 1 women, who Perhaps in the workplace, women who made hiring decisions in two major cities in maintain a feminine color tone to their Texas, viewed photographs of six female clothing have an impact on acceptance. model applicants between the ages of 19 and Specifically focusing on differences related to 21 . The six models were depicted wearing elements of masculine versus feminine business jackets ranging in color from clothing, Forsythe (1990) examined a variety to dark: blue/navy, tan/, of clothing cues relative to interview /, light green/dark green, impressions. One hundred and nine pink/maroon, and mauve/purple. Models also participants viewed a video tape portraying an varied from smiling to serious facial interview. In the video, four costumes expressions. Participants rated the models on depicting a masculine appearance and four 14 adjective pair items evaluating character­ costumes depicting a feminine appearance sociability and scales rating interpersonal were chosen. The masculine appearance attraction and physical attractiveness. Results consisted ofverticallines, straight silhouettes, found that jacket color influenced the strong singular lines, heavy textures and evaluations of character-sociability only when strong color. The feminine appearance participants viewed models depicting serious consisted of horizontal lines, curved-lines, facial expressions. Men rated the models in small scale details, soft textures and light dark jackets more favorably than the models colors. Four women were chosen to model all in light jackets. Women participants viewed eight outfits. Participants were given the same the models in light jackets as more sociable applicant qualifications for each video and and good than the models in dark jackets. were asked to rate the model on management Expanding on this to specific color options, characteristics and the likelihood that the Francis and Evans (1988) examined the effect applicant would be hired. Results showed that

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clothing did influence perceived when wearing the correct burgundy coloring. characteristics and likelihood to hire the Overall, women tended to rate the applicant in interviewee. Clothing masculinity, including the appropriate color as having more potential dark color, influenced perceptions of than the inappropriately dressed applicant. forcefulness, self-reliance, dynamism, The influence of color has more recently aggressiveness, and recommendations to hire. been researched in the areas of moods and The least masculine clothing, a soft-beige emotions. For example, color has been dress, was rated lowest on all masculinity examined relative to its impact on work traits. Despite this preference for masculine performance in an office environment. dress, for women, softness or match to skin Ainsworth, Simpson, and Cassell (1993) tone may be an added element to consider. examined the effect ofthree office colors (red, Skin color and clothing color, as discussed neutral-gray and blue-green) on participants' earlier, has been related to perceptions of mood shifts and performance. Participants women in the workforce. Gibson and completed pre-tests before entering the office Balkwell (1990) hypothesized that a woman and then were given a set of tasks that wearing the correct clothing color for her skin required movement around the office. After tone would be perceived as having greater completion of the tasks, participants employment potential than a woman wearing completed post-test questionnaires. Responses incorrect clothing colors. One female model showed that office paint colors of red, blue­ established as having "winter" skin tone was green or white did not influence levels of chosen to depict the correct clothing color, anxiety, depression or arousal. More narrowly burgundy, and the incorrect clothing color, within the workplace, colors of specific items camel. The model wore the same classic and preferences have been investigated. For business suit for both photographs. She was instance, Godar (2000) investigated whether depicted in four scenanos; correct the color of a computer-based survey would color/management pos1t10n, correct influence participants' mood which, in turn, color/sales position, incorrect would influence work performance. color/management position and incorrect Participants completed surveys assessing their color/sales position. Seventy three men and feelings about the "goodness" of others. forty seven women at a recruiting event on a Surveys were pictured on computer screen university campus viewed one stimulus backgrounds of white and . scenario. Participants were asked to rate the When completed on the computer, scores model on personality characteristics and showed that mood ratings were highest when employment potential. Results found that presented on the red background, followed by clothing color was unrelated to perceptions of the white and pale pink backgrounds. Lowest competence. However, it did effect scores occurred on surveys presented on perceptions of creativity. The model bright pink backgrounds, suggesting possible applicant, when applying for a managerial irritation or distraction effects. Similarly, position, was rated as more creative when Hatta et al. (2002) examined the effect of wearing the inappropriate camel coloring than frame color of a computer display on work when wearing the appropriate coloring. This performance, psychological mood, and finding could suggest light colors are less physiological response. The frames of the threatening in a male-dominated workplace. computers were painted red, blue or beige. In contrast, when applying for a sales Participants were asked to complete tasks position, the model was rated as more creative which involved transforming circles and

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triangles into the numbers one and two. When attributes than women who do not attribute looking at task performance, color was found importance to clothing. to be non-significant. However, with respect to color, it was found that when the frame was Method painted red, response times were slower than when painted blue or beige. Perhaps the Participants brightness of red was a distraction, slowing or interfering with task performance. Participants included 82 female Taken together, the above findings undergraduates attending a small state college suggest that lighter more feminine-related in the Northeast. Data from eight additional colors positively influence perceptions of participants were unavailable due to sociability and goodness, but may negatively incomplete responses. Students ranged in age impact perceptions related to task ability. from 18 to 38 (M = 21.64, SD = 3.00). The Although lighter or softer colors may suggest majority of these women indicated Caucasian certain attributes, they have been shown to be (81%) as their race. Other ethnicities included non-distracting and non-suggestive of Black (10.1%) , Hispanic (3 .8%), and dominate traits during the interview Portuguese (2.5%). Participants were eligible processes. Unknown are the specific colors for extra credit in some of their college that may be best received when women are classes for participation. applying for their first career oriented jobs. This study examined business clothing color Stimuli influences on impressions of job applicants' competence and task ability and social One color photograph was taken attributes. It was predicted that color would depicting the trendy business style. The negatively effect impressions related to task photograph was taken using a Fujifilm ability and competence. Specifically, it was Finepics Digital Camera S5000. The trendy predicted that a model depicted wearing tan business suit was depicted from the waist up business attire would be perceived as more consisting of a short cut three button blazer, a competent and having higher task ability. It snap closure white collared blouse and strait was also predicted that the same model would leg slacks. The photograph was altered to be rated lower on social attributes than the depict three different colors of the sam(; models depicted wearing the same attire in business suit. Alterations were made using pink and blue. Further, it was expected that Adobe Photoshop CS. The suit was depicted the model depicted wearing the blue attire in soft beige, pale blue and light pink. would be rated lower than the model wearing Additionally, a scenario placing the women' s the pink business attire on social attributes, business attire in an interview setting was but higher on competence and task ability developed. The photographs were 4"by 6" attributes. Additionally, it was expected that pictured on white paper. Type of business the model depicted in the tan business attire dress was piloted in Study 1 for degree of would be selected as more suitable for the job trendiness versus traditional style. For the rather than the models depicted in the blue or piloting, twelve photographs of clothing styles pink attire. With respect to participants, it was were presented to groups ofwomen who were thought that women who score high in asked to rate the stimuli to ensure that the two clothing importance would rate the pink dress styles depicted both the trendy and business attire higher on all perceived traditional dress styles. Piloting was

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performed three times, 24 upper-level of Clothing Scale (Hwang, 1996). The students rated the stimuli on either a 7 -point adapted scale used only items related to scale with ratings ranging from 1 ratings of clothing importance. The scale (trendy/current) to 7 (traditional) or a 5-point consisted of 24 items rated on a 5-point scale scale with ratings ranging from !(traditional) ranging from I (strongly disagree) to 5 to 5 (trendy/current). Stimuli were modified (strongly agree). High summary scores until the final traditional stimulus received a indicated clothing as important. mean rating of 4. 78 and the final trendy To assess participants' personality, an stimulus received a mean rating of 1. 75 . adaptation of the Big Five Inventory was used (John, Donahue, & Kentle, 1991). The scale Measures consisted of 27 items, representing only two of the five personality traits: extroversion (9 To examine participants' responses to the items) and openness (18 items). The items stimuli and scenarios, the Personality were rated on a 5-point scale ranging from 1 Adjective Scale was used (Feinburg et al. , (stronglydisagree)to 5 (stronglyagree) . High 1992). The scale consists of 20 bipolar summary scores indicated possession of a adjectives rated on a 7-point scale ranging higher level ofthe indicated traits. from 1 (negative/feminine trait) to 7 (positive/masculine trait). High summary scores indicated positively perceived social Procedure attributes. To further examine participants' first Participants were solicited from a variety impressions of the stimulus and scenarios, the of areas on campus including the cafeteria, Task Ability Scale was developed, adapted class rooms, residence halls, offices and from the Managerial Trait Scale (Johnson et administrative buildings. Following informed al. , 1994). The scale was shortened from the consent procedures, participants were given original version and only items closely related survey packets at random. After viewing one to task abilities and competencies were of the three stimuli pictures along with the included. The final scale consisted of 20 traits scenario, participants completed the rated on a 5-point Likert scale ranging from 1 Personality Adjective Scale and the Task (strongly disagree) to 5 (strongly agree). High Ability Scale. Participants then completed the scores indicated greater likelihood that the demographics survey including the model possessed the traits. One question Importance of Clothing Survey, and the concerning the participants' view of whether adapted version of the Big Five Inventory. As or not the model was suitable for employment participants finished, the survey was collected was added to the Task Ability Scale. and extra credit receipts were provided. To gather information concerrung Participants were debriefed as to the true participants' background a short nature of the study before departure. demographics questionnaire was developed. Questions were answered and participants This questionnaire consisted of items related were thanked for their assistance and asked to age, race, work experience and formal not to discuss the study with friends for at interview experience. least 30 days so that others might volunteer. To assess the importance placed on clothing, the Importance of Clothing Survey was developed, modeled after the Importance

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Results scored higher on measures of clothing importance would rate the model in the pink General Participant Characteristics business attire higher on all attributes than the participants who scored lower on measures of Ofthe 82 participants 70.7% reported that clothing importance. The relation between they had been on a formal job interview. Of clothing importance, personality traits, and those women, about half (45.9%) reported impressions of business attire was dressing similarly to the stimulus model for investigated using Pearson product-moment their interview. Only 21% of participants had correlation. Correlations were computed interviewed a potential employee. Of these separately for the three color stimulus. When women, 57.9% reported that clothing had looking at the beige business attire, a positive some influence on their first impressions of correlation was found between clothing color the potential employees and 21 . 1% reported and impressions of task ability and clothing to have a lot of influence on their competence. Further, clothing importance and hiring decisions. the openness personality trait were positively associated for those presented with the beige Perceived Color Effects on Impressions attire. When examining the pink business attire, no correlation was found for any of the Two one-way ANOVA' s were measures. When looking at the blue business conducted to explore the impact of the three attire, as with the beige, clothing importance colors (beige, pink and blue) on impressions was positively related to the openness of task ability and competence and social personality trait. attributes. There was a significant difference at the p < .02 level in social attribute Discussion impressions among the three clothing color groups[F(2, 79)=4.1l,MSE= 166.72, p = Research has shown that color may affect .02]. Post hoc comparisons using a range of aspects, including short-term task Bonferroni's !-test indicated that the means attention and first impressions of others. for the pink clothing and the blue clothing Specifically, research has reported that lighter, were statistically different, pink: M = l 00.93 more feminine colors, tend to elicit (SD = 12.99) and blue: M = 91.22 (SD = impressions of a less dominate and less 15.12). A non-significant difference was competent person, but often also positive found among the clothing colors for task impressions of social attributes. This study ability impressions. Of the 82 participants, was designed to investigate whether lighter 79 stated that the stimulus model would be colors ofwomen 's business attire would affect suitable for employment. A Chi Square impressions made of competence and task analysis was used to examine the differences ability and social attributes in an employment in the percentages of participants who stated setting. the model suitable for employment. A non­ Similar to past research, pink, the lighter significant difference was found among more feminine business attire color was rated groups. more positively on social attributes than the blue business attire (Damhorst & Pinaire, Clothing Importance and Personality Traits 1986; Francis and Evans, 1988 & Forsythe, 1990). On the contrary, no differences were It was predicted that participants who found between the three colors and

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impressions of competence and task ability. likelihood. Further research may examine Pink is often a color we associate solely with whether the young adult women are moving women. If we think of a newborn girl, we toward a broader acceptance of personal think of pink. As opposite, if we think of a clothing style as well as disregarding newborn boy, we think blue. In general, our judgments influenced by clothing. The young society characterizes women using terms such women entering the workforce may be as soft, pleasant, joyful and docile, whereas moving away from the traditional ideas of men are seen as dominate, in-control and appropriate business style. They may be stern. These characteristics attributed to finding clothing and external factors less genders may be merging into clothing as well. important and less influential when making If we associate certain characteristics with decisions about another's character or women and colors such as pink with women, personality. then it would only be logical that the pink Also contrary to our hypothesis, women women' s business attire would have been who viewed another female dressed in the rated most positively when looking at pink business attire and reported having a attributes such as warm, gracious and high clothing importance did not vary in emotional. However, this hypothesis was only impressions of task ability and competence or partially supported. It had been anticipated social attributes from those presented with the that beige, a gender-neutral color, would be other color stimuli. However, those who rated higher on competence and task ability viewed the women dressed in the beige attire attributes than the more feminine color of and reported a high clothing importance rated pink. The blue attire, because of the lighter, the stimulus higher on task ability and softer tone, presented was expected to be rated competence attributes. These findings may mid-way between the pink attire and beige suggest that women, although wearing pink attires on both traits. These findings may have and blue in everyday attire, are not readily fallen short because beige is a color that has associating these colors with business wear. been fully merged into both men's and Whereas beige, being a gender neutral color, women's clothing. In relation to the light blue is more accepted and associated with higher attire, participants might not be comfortable levels of task ability and competence traits. seeing this color incorporated into women' s The participant sample may have limited, work clothing and, therefore, see it more or biased, the results. The age range, being a negatively associated with the social attributes younger sample, may view clothing influences than the pink attire. Today, blue may not be differently than an older, more traditional seen as an appropriate color for business sample. A comparison across ages may be attire. However, if we look back to an earlier important since it is likely that those in American time, was a dominant positions making hiring decisions are of an color in both men's and women' s attire. older population. Awareness of managerial Color, like apparel design, has specific level preferences may be valuable for fashion cycles. What is acceptable today as competence. Studies may also compare results business attire may not have been acceptable of the younger and older women to find if our 100, or even 20, years ago. society is making a shift in the weight Overall, women rated all stimulus clothing impacts impressions of personality. portrayed in the various colors of clothing as The stimulus colors may have also been a suitable for employment. Clothing color had limitation. The study may benefit from using no influence on perceptions of employment colors that are biased towards men or women.

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Where pink is often associated with women Gibson, L. A. & Balkwell, C. ( 1990). Effects of neither beige nor light blue are more ofte~ harmony between personal and apparel associated with men. Using a color partial to coloring on perceptions of a women's employment potential. Clothing and men, if existing, among colors partial to Research Journal, 8(2), 23-28. women may indicate a stronger difference in Godar, S. H. (2000). Use of color and responses to impressions of task ability and competence. computer-based surveys. Perceptual and Though limited, differences were found Motor Skills, 91(3), 767-770. when looking at social attributes. Possibly Hatta, T., Yoshida, H., Kawakami, A., & more importantly was what was not found. Okamoto, M. (2002). Color of computer Though we know that clothing style and color display frame in work perfonnance, may influence first impressions, maybe the mood, and physiological response. strength of the characteristics related to Perceptual and Motor Skills, 94(1), 39- clothing are diminishing. If this were to be 46. true, clothing could become much less of a Hwang, J. (1996). Relationships between body­ cathexis, clothing benefits sought, and social issue in society. More relevant in the clothing behavior; and effects of business environment, clothing may be importance of meeting the ideal body viewed as less gender specific. Like beige, image and clothing attitude. Unpublished clothing style and colors, such as pink, may be manuscript, Virginia Polytechnic Institute merging into a gender neutral format. Young and State University. adults could be moving to "an anything goes" John, 0 . P., Donahue, E. M., & Kentle, R. L. mindset within business attire, with the idea (1991). The 'Big Five " inventory - that work related impressions are based on versions 4a and 54 (Technical Report). performance rather than color of clothing. CA: Institute of Personality Assessment and Research. References Johnson, K. K. P., Crutsinger, C., & Workman, J. E. (1994). Can professional women appear too masculine? The case of the Ainsworth, R. A., Simpson, L., & Cassell, D. necktie. Clothing and textiles research ( 1993). Effects of three colors in an office journal, 12(2), 27-31. interior on mood and perfonnance. Lind, C. (1993). Psychology of color: Similarities Perceptual and Motor Skills, 76(1), 235- between abstract and clothing color 241. preferences. Clothing and Textiles Damhorst, M. L., & Pinaire, A. J. (1986). Research Journal, 12( 1), 57 - 65. Clothing color value and facial Randeloff, D. J. (1990). Role of color in expression: Effects on evaluation of perception of attractiveness. Perceptual female job applicants. Social Behavior and Motor Skills, 71(1), 151- 160. and Personality, 14(1), 89- 98. Whipkey, R. (In press, 2006). Why You Wear Feinburg, R. A., Mataro, L., & Burroughs, W. J. What You Wear: Clothing Cues, First ( 1992). Clothing and social identity. Impressions and Evaluations of Clothing and Textiles Research Journal, Personality Constructs Related to 11(1), 18-23. Women's Business Attire. Framingham Forsythe, S. M. (1990). Effect of applicant' s State College Undergraduate Journal of clothing on interviewer' s decision to hire. Behavioral Sciences. Journal of Applied Social Psychology, 20(19), 1579-1595. Francis, S. K., & Evans, P. K. (1988). Effects of hue, value and garment style on college recruiters assessments of employment potential. Perceptual and Motor Skills, 67(1), 87- 93. http://digitalcommons.framingham.edu/journal_of_behavioral_sciences/vol9/iss1/4 8