The influence of T-shirt graphics on perceptions and behavioral intentions

Do graphics on clothing drive perceptions? We used a between group design to test if athletic, academic, or suggestive graphics on clothing differentially influence perceptions and behavioral intentions. In study 1, participants (N = 199) rated five female t-shirt models, and in study 2 and 3, participants rated five male t-shirt models (N = 120) or university students (N = 50). Analyses of variance controlling for sex (ANCOVA) showed participants were least likely to want to interact with models/students wearing sexually suggestive graphics: Study 1, F(3,165) = 30.263, p < .001, η_p² = .30, power = 1.00; Study 2, F (3,119) = 11.630, p < .000, η_p² = .234, and Study 3, F(1, 42) = 12.578, p < .000. Participants did not rate models in the academic and athletic graphic shirts differently from models with plain white shirts. Results support the concept that people form different perceptions based upon the clothing a person wears, changing behavioral intentions. Neither sex role ideation (Study 1) or sexism (Study 2) were significant covariates of perceptions and intentions.