The purposes of the study were to investigate (1) differences in body-cathexis, satisfaction with apparel shopping, and shopping orientations among petite, average, and tall/large-size female apparel shoppers and (2) the relationship of body-cathexis with satisfaction with apparel shopping and shopping orientations. Data from a national random sample of 482 female consumers were analyzed by one-way analyses of variance. These three groups differed in (1) total body-cathexis and body-cathexis on five body parts (height, facial features, face, leg length, and arms), (2) three items of apparel shopping attributes (size range available, number of stores, and general fit of clothing), and (3) two shopping orientations (confident shopper and catalog shopper). Body-cathexis was slightly correlated with “satisfaction with general fit of clothing” but was not correlated with any shopping-orientation variables. Managerial implications based on the findings are discussed.
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