The influence of clothing style on student perceptions of lecturers: A cross-cultural extension of the Room-Product-Effect

The Room-Product-Effect is an extension of the Room-Effect theory, exploring whether products (e.g., vehicles, clothing, logos, glasses, and lipstick), like spatial environments (e.g., rooms), influence people's perceptions of individuals associated with them. Previous studies of the Room-Product-Effect have primarily been conducted in English-speaking Western contexts and have rarely considered culture-specific influences. This study employs a Chinese sample within a Chinese cultural context to examine whether the Room-Product-Effect extends to Chinese culture. A paper-based questionnaire using a 9-point Likert scale was administered to 240 Chinese university students to investigate whether different Eastern and Western clothing styles influence their perceptions of female lecturers. Participants were shown one of four images and asked 27 questions designed to assess their perceptions. The data were analyzed using one-way analysis of variance (ANOVA) to examine the main effect of clothing style on Chinese university students' perceptions of lecturers. The results indicated that different styles of clothing significantly influenced Chinese university students' perceptions of lecturers. Lecturers dressed in a cheongsam or a Western-style long dress were perceived as having higher educational levels, more positive personal characteristics, greater knowledge, and stronger supervisory ability than those dressed in a Western-style short dress. These findings are consistent with prior research on the Room-Product-Effect, demonstrating that the cultural attributes of clothing can be transferred to the wearer and influence observers' perceptions of the individual. The results provide empirical support for the cross-cultural applicability of this effect and offer implications for multicultural education, classroom attire practices, and intercultural communication.

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