Learning unit 5: Values, attitudes and interests Flashcards
Attitudes
Attitudes are evaluative. A person has either a positive or a negative attitude towards something. A positive attitude towards a certain colour or style of dress is reflected in your clothing behaviour. We all have our favourite colours that we choose repeatedly when making or buying clothes! A negative attitude will cause one to avoid a certain colour, pattern or style. Unfortunately a very strong negative attitude even may result in one feeling negative towards anyone else wearing such an item. Attitudes, like values, are often formed in childhood. A mother who always tells a child that she should wear yellow may cultivate positive attitudes in the child towards yellow. But parental influence can boomerang – the child might end up hating yellow!
Interests
The amount of interest you have in clothing can be described as “the extent to which an individual is favourably predisposed toward clothing” (Kaiser, 1998:295). A person’s clothing interests will be influenced by his or her values and attitudes.
Researchers have found that different factors contribute to an interest in clothing.
The first factor is a concern with personal appearance.
The first factor is a concern with personal appearance. This factor is associated with spending time, money and energy on your appearance. Another aspect will be an appreciation of the beauty of clothing.
interest in clothing is a willingness to experiment with appearance.
The second factor that stimulates an interest in clothing is a willingness to experiment with appearance. This is reflected in a willingness to change your appearance for the sake of experimenting. New clothes or different combinations will be tried on simply for the fun of it.
interest is heightened awareness of clothing.
A third factor in clothing interest is heightened awareness of clothing. This is closely linked to a theoretical value. Kaiser (1998:298) states that this heightened awareness could involve a sensitivity to clothes and fabrics that could lead to an ability to analyse clothing apart from appearance. A person may have a heightened awareness of clothes without caring about his/her own appearance.
interest is enhancement of personal security.
The fourth factor associated with clothing interest is enhancement of personal security. This involves the use of clothing to boost one’s morale.
interest is enhancement of individuality.
The last factor contributing to clothing interest is enhancement of individuality. This includes an interest in fashion, style and distinctive clothes. Clothes are used to establish the person’s uniqueness and to draw the attention of others. Clothes also can be used as status symbols.
