Sensory Psychology: Texture, Weight & “Familiarity Bias”

The sensory experience of menswear also plays a significant role. Research in tactile comfort (Kaiser, 2012) shows that heavier, looser fabrics reduce physiological arousal and create a sense of calm. Men’s clothing tends to be heavier, looser, warmer and more durable all qualities that soothe the nervous system. Weighted blankets have been used for years for calming the nervous system.

Additionally, the mere exposure effect (Zajonc, 1968) tells us we are attracted to familiarity. Many women grew up around men’s clothing, fathers, brothers, partners and the textures, proportions, and silhouettes carry emotional imprints that evoke comfort and nostalgia. It’s not always necessarily emotional dependency, sometimes it is simply emotional memory.