Effects of Body Shape on Body Cathexis and Dress Shape Preferences of Female Consumers: A Balancing Perspective

Abstract

Apparel design has been proposed as a tool for altering the perceptual body and an individual’s level of body cathexis. The purpose of this study was to uncover dress shape preferences of female consumers as a function of body shape and body cathexis. An online survey with 203 college-aged students revealed support for all hypotheses: a) actual body shape had a main effect on body cathexis, with X and V body shapes demonstrating higher body cathexis than A and H body shapes; b) ideal body shape moderated this effect; c) A and H body shapes demonstrated greater comfort and purchase intent for Rectangular and Wedge dress silhouettes than X and V; d) X and V body shapes demonstrated greater comfort and purchase intent for A-line, Bell and Hour-glass dress silhouettes than A and H; e) body cathexis mediated the effect of body shape on comfort with dress shapes.