Consumer Behavior

Effects of clothing congruity on consumers’ perceptions of salespeople and consumers’ age as a moderator of the effects of clothing congruity

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Abstract

The purposes of this study are to determine a) the effects of clothing congruity on male consumers’ attitudes toward the salesperson, functional congruity, and satisfaction with the salesperson’s performance and b) whether consumers’ age moderates the effects of clothing congruity. Four hypotheses were generated based on the self-congruity theory and previous studies. A 2 x 2 between-subjects factorial design was developed. The results showed that clothing congruity has a positive influence on attitudes toward the salesperson and satisfaction with the salesperson’s performance. These results indicates that men like a salesperson more and tend to be more satisfied with the salesperson’s performance if the salesperson wears a style of clothing similar to what they prefer to wear. Consumers’ age moderates the effect of clothing congruity on functional congruity and satisfaction with the salesperson’s performance. The effects of clothing congruity are stronger among elderly consumers than among adolescent consumers. 

Keywords: consumers’ age, attitudes, satisfaction, clothing, congruity, salesperson

How to Cite:

Chen-Yu, J. & Cho, S., (2024) “Effects of clothing congruity on consumers’ perceptions of salespeople and consumers’ age as a moderator of the effects of clothing congruity”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi: https://doi.org/10.31274/itaa.17701