Effect of Fiber‐Content Information on Perception of Fabric Characteristics

The purpose of this study was, first, to investigate whether listing a small amount of a natural fiber altered perceptions of a fabric made primarily of a synthetic fiber; second, to investigate whether listing a small amount of a natural fiber increased the likelihood of purchasing a garment made of primarily synthetic fiber content; third, to investigate whether the presence or absence of a fabric swatch interacted with fiber‐content information to alter perceptions of a fabric; and fourth, to investigate the perceived importance of fiber‐content information to subjects in their selection of clothing. Two hundred and twenty‐two undergraduates served as subjects (212 females and 10 males). The study used a 2 × 4 between‐subjects factorial design with two levels of fabric (fabric/no fabric) and four levels of fiber content (100% silk; 90% polyester/10% silk; 95% polyester/5% silk; and 100% polyester). In large‐group settings, subjects recorded their perceptions on an 18‐item scale using a 7‐point Likert format. Analysis of variance revealed that subjects' perceptions of a fabric were influenced significantly by the fiber‐content information, but not by the presence or absence of a fabric swatch. Results suggest that adding a small percentage of a natural fiber to a synthetic is an effective way to alter perceptions of a synthetic fabric. 1990 American Association of Family and Consumer Sciences