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Academic Journal of Humanities & Social Sciences, 2022, 5(5); doi: 10.25236/AJHSS.2022.050502.

Understanding Gender Differences in Visual Information Processing of Clothing


Li Lining1, Zhao Suyao2

Corresponding Author:
Zhao Suyao

1Kang Chiao International School, Kunshan, Jiangsu, China, 215332

2Shanghai Pinghe Bilingual School, Shanghai, China, 201206


Throughout human history, clothing and jewellery has served both functional and symbolic purposes. This study pays attention to whether biological genders have different paradigms of visual information processing concerning clothing and jewellery. In this study 20 participants viewed a series of photos and the viewing behaviors were recorded by an eye tracker. According to the eye tracking data, that both females and males paid similar levels of attention on detail decorations. And females showed higher detail information processing capability. At the same time, both genders paid more attention to models’ faces over jewellery in close-up facial photos. Potential reasons of above findings are also discussed. The results of this study can help shed light on the aesthetic appreciation of females and males. And findings can further benefit the fashion industry which facilitates product design and marketing strategy.


Gender, Visual Information Processing, Clothing, Eye Tracking

Cite This Paper

Li Lining, Zhao Suyao. Understanding Gender Differences in Visual Information Processing of Clothing. Academic Journal of Humanities & Social Sciences (2022) Vol. 5, Issue 5: 7-9. https://doi.org/10.25236/AJHSS.2022.050502.


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