CLOTHING AS COMMUNICATION IN 2 BUSINESS-TO-BUSINESS SALES SETTINGS

Communications effects or the semiotics of clothing were examined using photographs of a model dressed as a salesman in 7 different outfits. In studies in 2 separate industries, 381 purchasing agents' perceptions of both the salesman and the company he represents were measured. The salesman dressed in 4 more traditional outfits was perceived as being a better salesman, better educated, more ambitious, more conservative, and having greater product knowledge than when wearing less traditional clothing. Similarly he was seen as representing a larger, more ethical company with more products, better credit, higher quality products, and better service. Similarities of perceptions among the 4 traditional outfits suggest that while the total or gestalt of dress strongly influences evaluations, differences in individual clothing items have far less impact. © 1991.