Investigating the Role of Personality in Choosing the Color of Clothing (Case Study: Sport Clothing)

The aim of this study was to investigate the role of personality in choosing the color of sport clothing. This research was conducted through a survey and method of data collection was electronically and data collected by a combined questionnaire. The population of this research included all academics at University of Mazandaran that had e-mail. According to Morgan table, 379 of them were considered as a sample by using simple random method. To measure personality, personality questionnaire was used. For evaluating the preferences of color for sport, a picture was placed with 10 different colors (in three parts of neutral, warm and cold color). Data was analyzed by using polynomial logistic regression. Results showed that the role of personality was significant in the level of 0.05 in choosing the color of sport clothing except panties and people who are more experienced and more conscientious, tend to choose more neutral and cold colors than warm colors.