Do our feelings leak through the clothes we wear?

There is a substantial body of literature that suggests that clothing and more particularly fashion is a form of communication. It communicates how we want to be seen by others as well as how we see ourselves. But does it communicate how we feel? This paper draws a link between symbolic and emotional communication by suggesting that fashion changes our internal feelings and that many of these emotions are expressed to others through symbols such as the clothes we wear. A conceptual framework is presented explaining the effects of clothing on an individual consumer. This framework classifies the fashion effect into internally and externally communicated meanings. Knowledge of how fashion is used as a form of emotional expression is particularly important for those fashion retailers who display the clothing they sell to engender positive feelings that may then lead to purchase behaviour.

The antecedents and consequences of customer emotions in collective hedonic services: An exploratory study

The investigation of the antecedents that influence positive and negative customer emotions and how these emotions influence service outcomes has not been studied in the context of collective hedonic services. In addition, the possibility of moderating effects has not been explored. This paper reports the findings of a qualitative exploratory study that sought to understand the antecedents and consequences of customer emotions in the context of collective hedonic services. This study involved five focus group interviews of customers that attended sporting, performing arts and popular concert events. The findings have important implications for managers and for managing the service process of collective hedonic services.