Relationships between criteria individuals use in the purchase of clothing and the individual trait of public and private self-consciousness were examined and compared between two cultural groups (United States and Korean). Eighty-two females from one U.S. college and 92 females from two Korean colleges participated in the study by completing a questionnaire which explored the importance of criteria used in the purchase of clothing, private and public self-consciousness, and demographic characteristics. Significant relationships between the trait of public self-consciousness and the importance of fashion and attractiveness as clothing purchase criteria were found for both cultural groups. A significant interaction effect was found between self-consciousness and cultural group for the importance of brand name as a clothing purchase criterion. Individual and cultural differences in consumer decision making process are discussed
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