Clothing design factors, aesthetic experience, and preference: Additional insights from neuromarketing in civil defense clothing

Eunju Ko, Eun-Ju Lee, Kyung Hoon Kim, Neulonbit Oh and Meiling Yin

Journal of Global Fashion Marketing, 2025, vol. 16, issue 2, 257-277

Abstract: This study analyzed the relationships among clothing design factors, aesthetic experience, and preference and suggested ways to design civil defense clothing with better work performance. We use behavioral and electroencephalogram (EEG) experiments to identify user-preferred colors and styles and incorporate them into an improved civil defense clothing design. Through the behavioral experiment, we identified the civil defense clothing design preferred by users and explored the aesthetic experience that influenced user preference. We used the neuroscientific method of event-related potentials to further explore the neural mechanisms of users’ preferred civil defense clothing designs. In the EEG experiment, the preferred civil defense clothing contains frontal late positive potential (LPP) components involved in aesthetic experience. These results indicate that the improved civil defense clothing design evoked aesthetic experiences from users. We expect that using advanced materials and design improves the user’s aesthetic experience and preferences. This research contributes to the development of civil defense clothing that not only enhance functionality but also improve user experience and work performance.

Date: 2025
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DOI: 10.1080/20932685.2024.2403378

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