This study examined the effects of apparel classification on attitudes toward advertised apparel and apparel shopping. 40 female college student volunteers viewed and responded to eight apparel advertisements. Four of the advertisements were for trendy apparel products and the other four were for classic apparel products. As predicted participants had more positive attitudes toward the trendy than to the classic apparel. Regardless of apparel classification, subjects indicated that they would be most likely to purchase the advertised apparel at a department store and least likely to purchase the apparel at a discount store.
Get full access to this article
View all access options for this article.
References
1.
ChowdharyU. (1988) Self-esteem, age identification, and media exposure of the elderly and their relationship to fashionability. Clothing and Textiles Research Journal, 7(1), 23–30.
2.
JohnsonB.NagasawaR.PetersK. (1977) Clothing style differences: their effect on the impression of sociability. Home Economics Research journal, 6, 58–63.
3.
KenderlineJ.KasulisJ. (1981) The relationship between changes in perception of store attributes and changes in consumer patronage theory. In LuschR.DardenW. (Eds.), Retail patronage theory, 1981 Workshop Proceedings. Norman, OK: Univer. of Oklahoma, School of Business. Pp. 100–105.
4.
LennonS.DavisL.FairhurstA. (1988) Evaluations of apparel advertising as a function of self-monitoring. Perceptual and Motor Skills, 66, 987–996.
5.
Pinaire-ReedJ. (1979) Interpersonal attraction: fashionability and perceived similarity. Perceptual and Motor Skills, 48, 571–576.
