I’m a big believer in the phrase look good feel good and when I went looking for the science to back it up I found some fascinating research into the power of wearing motivational words. 

The Science Behind Motivational Clothing & Slogan Streetwear

In 2012 Hajo Adam and Adam D. Galinsky researched the effects of clothing on the human psyche. They used white lab coats to explore the hypothesis that what we wear directly affects how we feel and behave thanks to what they referred to as “the activation of abstract concepts”.

WTF Is Enclothed Cognition?

Enclothed cognition (Adam & Galinsky, 2012) is the core concept created by Hajo Adam and Adam D. Galinsky as a result of their 2012 research.

The theory is that clothes are much more than passive attire and that they’re in fact scientifically proven to influence how we think and behave - changing the way we walk through this world. 

The Hajo Adam & Adam Galinsky Enclothed Cognition Research

Researchers Hajo Adam & Adam Galinsky found that if we wear a white lab coat, like the ones we associate with doctors and medical professionals, our attention span can improve. 

In the original groundbreaking experiment some of Adam & Galinsky’s participants wore a white coat and were told it was a doctor’s lab coat, some were told it was a painter’s coat, and a third group simply looked at the coat but didn’t wear it.

Adam & Galinsky Enclothed Cognition Research Findings

People who wore the coat and believed it was a doctor’s coat performed significantly better on attention tasks. But when the exact same coat was worn labelled as a painter’s coat, there was no improvement.

The exact same coat but the different meaning associated with the coats had completely different psychological effects.

The researchers believed these results showed that the symbolic meaning of what we wear matters, as well as the actual piece of clothing. So two things are required for enclothed cognition: we have to physically wear the clothing in question, and it must carry symbolic meaning for us.

The combination is what produces the effect: look good to feel good stands, and the power of that multiplies when our outfit or accessories include positive symbolism.

Why Enclothed Cognition Works

Long story short: Clothing activates associated mental concepts in the brain.

So if you’re wearing a powerful leadership slogan you might feel more authoritative. Just Do It on your activewear might motivate you to make healthier choices in the moment.

A rebellious quote might make you feel more defiant.

Some say it’s cognitive priming and identity reinforcement, I like to think of it as the pieces we choose to wear sprinkle a bit of magic across our path along the way.  

Cognitive Priming, Self-Signaling, IBM Theory & Social Reinforcement

Yep, these are all connected to the power of wearing what I like to call statement pieces: clothing and accessories with words, slogans and statements.

Cognitive Priming In Fashion

Cognitive priming is when exposure to a word, image, or idea activates related psychological concepts, making them more accessible to us in our thinking.

For example, social psychology research has shown that if we’re presented with words related to being elderly we start to walk more slowly.m, but if we’re cognitively primed with achievement words, our performance can shift positively.

With clothing the priming is even more persistent than a passing or fleeting moment because the words are on our bodies, in our peripheral vision, and directly associated with us. 

Identity-Based Motivation Theory

Identity-Based Motivation (IBM) Theory was developed by Daphna Oyserman. It’s based on the principle that we’re most inclined to act a certain way when the behaviour aligns with who we are (not who we wish to be or what we should do).

The key is identity-consistency and alignment, so if the message we’re wearing ‘fits us like a glove’ our behaviours are even more inclined to be influenced by it.

Self-Signaling With Accessories

The self-signaling theory is that as well as signaling to others, we also infer who we are from our own behaviour. If I work out I deduce for myself that I’m disciplined.

This concept receives strong theoretical backing in behavioural economics and identity psychology.

If I wear a message I infer that it represents me. So a slogan signals the kind of person I am and my brain, which loves consistency, subtly begins to align behaviour with the identity I’m publicly displaying through the words I’m wearing. 

Social Reinforcement Through Streetwear 

Identity is co-constructed socially, not formed in isolation and social reinforcement is the social feedback loop where other people reacting to our clothes reinforces the identity we’re projecting.

When someone compliments our UFUCKWITHABLE tote bag we feel seen as brave and bold.

When someone challenges the effectiveness of our PROTECTED tote bag we defend it with our research into totems and protective symbols which strengthens our identity commitment.

When someone finds joy in our REMEMBER WHO THE FUCK YOU ARE tote bag we get a social reward.

This creates the social reinforcement loop and there is decades of evidence in social identity and impression management research that we wear a message - get a response - internalise that response - strengthen our identity around the message - and align our behaviour. 

How Cognitive Priming, Self-Signaling, IBM Theory & Social Reinforcement Work Together at What Charlie TOTE

Cognitive priming comes first as the word or phrase on our tote bag activates related mental constructs.

With IBM theory our identity becomes more prominent and easier for us to define. 

Next with self-signaling we get to see ourselves wearing these statements and we begin to believe that they accurately reflect us.

And with social reinforcement we’re evolving as other people respond to us wearing these statements and our identity gets socially validated.

When all four align they feed beautifully into enclothed cognition and the effect of our statement and slogan tote bags becomes more powerful and more consistent.

How To Choose The Best Motivational Clothing For You

When it comes to choosing the right words, slogans and statements for your style, but also for your personality, you need to focus on what feels most authentic, what aligns with your identity, and what’s most emotionally charged for you.

Choose carefully and you’ll be acquiring so much more than just a stylish accessory, your new purchase will also act as a cognitive cue a declaration of identity, a behavioural nudge to elevate, and an effective conversation starter and social compass.

What Charlie TOTE Tote Bags

The magic in What Charlie TOTE heavy duty 100% cotton tote bags doesn’t just come from how eco and planet-friendly they are - the meaning behind each tote bag packs a powerful punch too.

We like good strong words that mean something over here (thanks Little Women for the quote) so the mission is to send Women out into the world wearing impactful words and phrases that change the way we walk through life. 

The words on What Charlie TOTE tote bags are doubly powerful too as they’re designed to reflect the wearer, obviously, but also to stop people in their tracks and compel them to read my messages and recite these incantations for themselves too 🧹