A Study on Psychological and Physiological Responses to Emotions Evoked by Clothing Styles Using SAM Model and ERPs

The research target of this study was visual emotions evoked by sportswear of female college students. The main purpose of this study was explored the interaction of human psychological emotion and physiological Event-Related Potentials (ERPs) response through SAM model and ERPs instrument in clothing field. The results indicated that: 1. Pleasure of emotion dimension could be as the index of assessing consumption desire. 2. For pleasure and arousal, the most obviously changes of brainwaves were observed from 200 ms to the end of stimulate in forehead area. 3. High pleasure and arousal caused great ERPs amplitudes in the middle of forehead area. 4. Psychology and physiology had consistency in the dimension of clothing styles.