Clothing and Teacher Credibility: An Application of Expectancy Violations Theory

Abstract

Clothing is an important aspect of communication that can influence the perceptions of wearers' credibility and attractiveness as well as a variety of other judgments. In the classroom, these perceptions are made by students about teachers and are a function of the type of behavior expected from their teachers. This paper argues that we have expectations for appropriate and inappropriate attire. Burgoon's expectancy violations theory was applied to the study of clothing and the credibility of instructors in college classes. Two instructors gave lectures in undergraduate college classes and violated or adhered to the students' expectations for appropriate attire and acted in a highly rewarding or less rewarding manner. The results do not support the U-shaped pattern predicted by expectancy violations theory, but rather, the results suggest that teachers should strive for a moderately formal clothing style. This result is qualified by the finding that students appeared to have attended to their instructors' clothing less under conditions of high reward than in the low-reward conditions. This suggests that teachers' clothing will be a less consequential determinant of the impression that their students form when the teachers are otherwise perceived as having a high instrumental value in and of themselves.

An Exploration of How Attire Shapes High School Students' Perceptions of Agriculture Teachers

“…Qualitative research utilizes theory to conceptualize and guide the focus of a study rather than to support or refute findings (Flick, 2006). The theoretical framework of this study is based on the expectancy violations theory, which states that both societal and individual expectations contribute to perceptions of those whose behavior deviates from cultural expectations (Dunbar & Segrin, 2012). Teachers are expected to be competent in educating others.…”

“…Additionally, societal norms lead students to expect teachers to dress with a "moderate degree of formality" (Dunbar & Segrin, 2012, p. 3). Violations of these expectancies, such as overly formal or informal attire, can draw attention due to their novelty (Dunbar & Segrin, 2012). How that attention is directed can vary; violations of expectations may cause individuals to pay closer attention to the message being communicated by the violator (Dunbar & Segrin, 2012).…”

“…Violations of these expectancies, such as overly formal or informal attire, can draw attention due to their novelty (Dunbar & Segrin, 2012). How that attention is directed can vary; violations of expectations may cause individuals to pay closer attention to the message being communicated by the violator (Dunbar & Segrin, 2012). Therefore, "there are circumstances under which violations of social norms and expectations may be a superior strategy to conformity" (Burgoon & Hale, 1988, p. 58).…”

“…How the violation is perceived by audience members can vary with the communicator's reward level. A teacher with a high reward level, for example, delivers more positively valued messages, while those with low reward levels deliver more negatively valued messages (Dunbar & Segrin, 2012). The sartorial violations committed by the teacher can also be interpreted as positive or negative.…”

“…Teacher attire is often treated as a reflection of the school where the teacher is employed . Numerous studies have shown that formally dressed teachers gain more credibility than their informally dressed counterparts (Dunbar & Segrin, 2012). School administrators have also identified formal attire on teachers as more appropriate than informal attire (Fitch, 1984).…”