Seeing Through Clothes

Impression Formation, Prejudice & Sexism

Speaker: Regan A. R. Gurung; Interim Executive Director, Center for Teaching and Learning; Director, General Psychology Program; Professor, School of Psychological Science; Applied Social Cognition Lab

Perceptions of people depend on what it is they are wearing. Job status, sociability, income, health and fitness can be perceived from clothing. People use categories when describing others and learn what types of clothing are associated with categories or labels. Different types of clothing send different messages. For example, men perceived women in revealing clothing as being more flirtatious, seductive, and promiscuous and less capable. African American men in sweatpants are viewed more negatively than when dressed formally. A model dressed in provocative clothing is viewed as more attractive and sexually appealing, but less intelligent and competent. Can we reduce sexism and prejudice by changing what people wear?

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