Female Consumers’ Reactions to Body Scanning

Abstract

The body scanner is a new technology that has the potential to resolve issues for the apparel industry in fit of clothing and in communication and visualization of apparel fit. The interest consumers have in the scan process, in being scanned, and in allowing retailers and manufacturers to use their scan data is crucial to the commercial success of these applications. Two related studies were conducted. First, 203 female participants aged 35 to 55 were surveyed after they were scanned and viewed their scanned images on the computer monitor and in a movie file. For 22 of these participants, an observer also recorded their verbal and nonverbal responses to the scan process and viewing their scan. Although general acceptance of scanning was very high, women who were married and had over $100,000 household income were significantly less comfortable with some aspects of the body scan process. Observations of participants’ verbal, facial, and bodily expressions found some participants to be unsettled and unprepared for interactions with the unfamiliar yet personalizing technology.