Cognitive Impact of Second-Hand Workplace Clothing on Academics: Exploring Evidence for Enclothed Cognition

Lauren Josie Thomas, Charles Hancock

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The acceptance of second-hand clothing has surged, creating a £2.6 billion UK market. Yet, little research delves into its role in workplace attire, a significant aspect of many professionals' wardrobes. Dress choices in academia, with diverse workplace contexts, remain underexplored. Self-perception and enclothed cognition theories suggest clothing influences wearer psychology and behaviour. Second-hand garments, historically linked with poverty stigma, now embody environmentalism, potentially altering wearer perceptions. Addressing this gap, we propose a study on academics' attitudes towards incorporating second-hand clothing into workwear. Utilizing the Zaltman Metaphor Elicitation Technique, we aim to uncover subconscious perceptions and behaviours. Findings could inform workwear industry strategies and foster inclusive dress policies in higher education settings.
Original languageEnglish
Publication statusPublished - 2024
EventAcademy of Marketing 2024: Marketing: Fusing resilience and power for public value – igniting marketing’s social spirit - Cardiff Business School, Cardiff University, Cardiff, United Kingdom
Duration: 1 Jul 20244 Jul 2024


ConferenceAcademy of Marketing 2024
Abbreviated titleAM2024
Country/TerritoryUnited Kingdom


  • Enclothed cognition
  • Second-hand clothing
  • Fashion
  • Office wear


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