Situational Clothing Behavior Research, Consumer Behavior And Clothing

Based on the situation theory of social psychology,viewing on the perspective from clothing psychology,this dissertation mainly concentrates on the clothing social situation, the social role of clothing social situation,interaction behavioral situation and the clothing consumption situation.First of all,we discuss about the theory of clothing behavioral psychology.The clothing behavioral theory and the clothing social situation theory come into being while the social psychology is applied to the field of clothing psychology.We thoroughly introduce the definition of the development of social situation and clothing social situation. As regarded as "the second skin of human being",clothing plays important role between human beings and social situation.The social function of dressing makes it a significant part of social interaction.Then,we discuss and analyze the clothing behavior theory.From two different aspects—the social role of clothing social situation and interaction behavior,we integrate the clothing social situation theory and the clothing behavior theory.Finally,we apply the clothing behavior and social situation to real practice.Combined with current clothing consumption behavior and environment,the dissertation gets the conclusion that in order to satisfy people's demand for dressing,the clothing behavior theory provides guidance for fashion dealer of new marketing strategy through selling environment and marketing channel.