Scientists from the Neuromarketing Labs and the Hohenstein Institute are currently working on a pilot study for the perception of textiles worn close to the body. An experimental test records the effect of clothing on the emotions and thinking processes in the human brain. Scientists observe the brains of test persons while wearing tight clothing – significant differences appear in terms of alertness – In a pilot study on the neurophysiological perception of textiles on the skin, scientists at the Hohenstein Institute and at Neuromarketing Labs investigated thinking processes while test persons wear business underwear: Test winner was “99°F”.
Scientists from two different fields – textile research and neurosciences – are working together to understand how we perceive, feel or evaluate clothing on our skin. The researchers use special measuring devices in the laboratory to record the friction parameters (tribology) of textiles on human skin. This is followed by measurement series using high resolution EEG examinations on test subjects to provide exciting insights into our brain and the feelings generated during the wearing of textiles.
Prof. Dr. Dirk Höfer, director of the Department of Hygiene, Environment & Medicine at the Hohenstein Institute and Dr. Kai-Markus Müller, managing director of The Neuromarketing Labs, are currently conducting this worldwide unique pilot study for the perception of textiles worn close to the body.