Abstract
When illustrations of clothed figures are used as stimuli, what effect, if any, does the achromatic value of the garment (i.e., shade of gray) have on observer responses? Does the value in which the garment is shown interact with the silhouette and detail of the garment to influence preference? Drawings of women's garment styles were tinted in various combinations of three shades of gray. Responses of female university students to polar adjectives were examined by using analysis of variance. Style of garment most strongly affected responses to all word pairs, but liking as well as response to several descriptive word pairs were affected by value and value placement. The nonsystematic nature of the effects of value on responses could present problems in interpreting responses to pictorial stimuli used in experiments. Similarly, consumer preferences for fashions shown in black and white illustrations may be unpredictably influenced by value and value combinations used.
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