Date of Award

1986

Document Type

Thesis

Degree Name

Master of Business

Department

Business

First Advisor

Jack Kirk

Second Advisor

Clark C. Compton

Third Advisor

Lynn Moore

Abstract

The thesis, "How a Woman is Perceived by the Clothes She Wears," by Sheila Kaye Reed, explores the correlation between a woman’s clothing and how it influences perceptions of success, authority, and professionalism. The study tests the hypothesis that "well-dressed women are perceived as more successful" through a survey of 201 individuals who evaluated seven outfits worn by models. Participants, both men and women, assessed the perceived characteristics of the models, such as professionalism, dependability, and authority, based on their attire.

The findings reveal that a skirted suit consistently projects an image of success, professionalism, and authority, while outfits like color-coordinated sweaters and slacks were associated with less success. The study highlights the critical role clothing plays in shaping first impressions, especially for women entering or advancing within traditionally male-dominated professions. Key variables, including style, color, and context, influenced perceptions, with significant results indicating that women dressed in more formal attire were considered better leaders, more reliable, and more competent.

However, limitations include variability in model presentation, a non-randomized participant sample, and the geographic focus on the Midwest. The research emphasizes that professional attire can significantly impact how women are perceived in business environments, offering practical implications for career success.

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