Why having a large number of things in the wardrobe, we wear only a few of them? Why do we give preference to one tissue, while not paying attention to others?Why in our wardrobe there are things that we never wear? In fact, we do not often ask ourselves such questions. However, scientists became interested in what makes women do this.

The state when you are standing in front of the closet full of things, but you realize that there is nothing to wear familiar to many women. It’s time to go out for a long time, but you still can’t choose a suitable outfit. This clothes are inappropriate, this is not beautiful, this is not relevant, but this is just “not right” to find the right fashion tips. As a result, we choose what we were yesterday or the day before. It seems to be not a serious problem, but millions of women (and men too) face it, and this is enough for scientists to begin their research.

Let’s start with dry numbers: 80% of the time we wear 20% of the things that are in our wardrobe. In other words, most of the time we walk in the same way. What turns us off in other things, because we chose them, gave them money for them and are unlikely to agree to just give someone away. And still do not wear.

The reason is unconscious processes. When we choose things we pay attention primarily to appearance. However, this is a category of our consciousness. Our choice largely determines the unconscious. The person reacts to the smell, to the sensations of touching the fabric, its rustling, etc. Our brain is very complex and even like a simple choice, like or dislike is a complex chain of processes.
A simple example. In the 30s of the twentieth century in America conducted an experiment. Took two batches of identical stockings. One was perfumed with expensive and famous perfumes, and the other was not touched. The girls who took part in the experiment were offered to choose which batch of stockings is better. Most chose stockings with a scent. Argument? They are of better quality. And about the perfume, no one remembered.

So how this or that fabric behaves is of great importance. Smell, sound, and other properties of the fabric give us associations. And if we do not realize them, this does not mean that they are not. Even if it seems to you that the tissue is rustling, the brain still picks up these sounds.

So our choice is determined by our associations, and they, in turn, usually come from childhood. In other words, if your mother wore silk blouses, then you will give them preference. And vice versa: unpleasant associations will push you away from things, no matter how fashionable they are.

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