"The Psychology of Fashion" is a comprehensive overview of psychology applied to dress. It is the work of a professional who truly knows whereof she speaks.But, this book is absolutely readable. It is useful and thought-provoking not only to anyone in the social sciences, but to anyone who wears clothing!This book is an insightful overview into the application of psychology to fashion.Dr. Mair's stellar history of work as the globally-recognized creator of the sub-discipline of psychology applied to fashion provides the base for this book. It stands above and apart from superficial "pop" approaches to "fashion psychology" that rely on opinion instead of research."The Psychology of Fashion" is grounded in research and the principles of psychology as a science, not armchair philosophy.Cognitive and behavioral principles and findings are applied to fashion, and all its sequelae. The applied scope in the book is estimable: from considering the psychological variables and impact on work in manufacturing, to consumerism, to fashion's global impacts, the future effects of technology, and of course, the psychological effects of what we wear on our sense of self and on how others perceive us... This book shows us how fashion has impact on, and interacts with, behavior.This is a valuable, readable work from the pioneer of the psychology of fashion.