According to optimum stimulation level theory, each individual seeks optimum stimulation. Environmental stimulation may include novelty, excitement, or new experiences. Optimum stimulation level may operate to guide consumer behavior, and particularly, regarding fashion. One way to increase stimulation might be to shop for and adopt new clothing fashions. This study investigated gender differences in (a) fashion behavior, (b) optimum stimulation level (OSL), and (c) the relationship of subjects' OSL to fashion behavior. Subjects were 335 students who filled out a questionnaire containing OSL measures and fashion behavior measures. Females scored higher on fashion leadership and arousal from unusual stimuli while males scored higher on arousal from sensuality and new environments. Fashion behavior was primarily related to three OSL factors: arousals from change (males and females), risk, and unusual stimuli (males).
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