Body Cathexis and Satisfaction with Fit of Apparel

Abstract

Apparel as the product of standard sizing is reflected in female evaluation of self and body, i.e., body cathexis. This study focused upon body cathexis and the perceptions offit of clothing of 107 female consumers. Responses were measured on three scales: (1) satisfaction with fit of apparel at upper, lower, and total body; (2) satisfaction with fit at specific body sites; and (3) a body cathexis scale developed by Rosen and Ross. Analysis of data indicated satisfaction with overall fit at lower body was less satisfying than at upper body and total body. Satisfaction with fit at specific sites below the waist (hip and thigh) was also generally less satisfying than at sites above the waist (neck and arm). Fashion at the time, close fit at lower body, reflected in blue jeans and slim skirts, no doubt influenced more stringent evaluation of fit at lower body. The body cathexis scores were slightly lower for lower body and lower body sites. Correlation for lower body fit satisfaction and lower body cathexis was statistically significant, confirming a relationship between the respondents' satisfaction with fit and feelings towards personal body.