An Analysis of Cross-Cultural Differences in Perceptual Modality Preferences of Fashion Design and Merchandising Students from South Korea, Swaziland, and the United States

Abstract

The purpose of this study was to examine perceptual modality preferences of students from South Korea, Swaziland, and the United States who were enrolled in fashion design and merchandising classes. For each individual learning style, there are seven perceptual modality elements: Print, Interactive, Visual, Haptic, Kinesthetic, Olfactory, and Aural. Perceptual modality preferences are the preferred means by which information is obtained through the senses. Research indicates that perceptual modality preferences are influenced by cultural differences in family socialization, language, educational experiences, traditions, values, and beliefs. Students from South Korea (n = 151), Swaziland (n = 116) and the United States (n = 184) completed the Perceptual Modality Preferences Survey (PMPS). The PMPS measured students' perceived strengths and weaknesses for the seven perceptual modalities. ANOVA revealed that Korean, Swazi, and U.S. students differed significantly in six of the seven perceptual modality preferences: Print, Interactive, Visual, Haptic, Kinesthetic, and Olfactory but not Aural. Swazi students indicated the strongest preference for the Print modality. Korean and U.S. students shared common preferences for Interactive, Visual, and Kinesthetic modalities. Results of this study support the need for educators to recognize cultural differences in learning styles.