Evaluations of Apparel Advertising as a Function of Self-Monitoring

Abstract

This exploratory research was conducted to extend research on individual differences in perceptions of consumer-product advertisements, specifically apparel. Three sets of advertisements were developed, each containing two identical advertisements for each of three products: Pendleton sweater, Guess jeans, and Jordache shirt. One advertisement contained a slogan with an image appeal, while the other had a slogan which was a claim about quality/information. Self-monitoring, the extent to which an individual monitors self-presentation in social situations, was measured for each person. In Study 1, 88 women, classified as high or low self-monitors, completed an index of favorability toward the advertisements. An analysis of variance showed high self-monitors were more favorable toward the image-oriented advertisements, while low self-monitors were more favorable toward the quality/informational oriented advertisements. In Study 2, 48 women, classified as high or low self-monitors, were shown one of the advertisements and asked the amount they would be willing to pay for each product. An analysis of variance on the standardized scores showed high self-monitors were willing to pay more than low self-monitors, but only for the Jordache product. Consumers' perceptions of the products are discussed and related to the appeal to which people were more responsive.