Abstract: Abstract This article did some analysis on the Brassieres’ cognition and reasons of 200 junior undergraduate female students born and grown up in southwest area from both on psychological and physiological aspects. The result shows, in the aspect of psychology, because of the influence of cultural background and lack of psychological guidance on breast development, 74.5% female students would feel embarrassing when first wearing brassieres. In the aspect of physiology, the community did not pay sufficient attention to popularize the basic knowledge of brassieres between the female adolescent and the particularity of students, which lead this group could not accept professional knowledge and the cognition is limited. As a result, 86% female students did not know when to wear brassieres, 79.5% have the experience sleeping with brassieres, and 46% could not distinguish the size of brassieres.

Key words: brassier, cognition, psychology, physiology, Southwest China