Abstract
An 1989 scale by Bearden, Netemeyer, and Teel was employed for measurement of consumers' susceptibility to interpersonal influences regarding selection of apparel color. Findings confirmed a two-factor solution of normative and informational influences with a sample of 313 college students. Respondents were susceptible to informational influences but not normative influences when considering the importance of apparel color in purchasing decisions. Both normative and informational influences significantly correlated with respondents' following of color trends. Men and women did not differ significantly in their susceptibility to normative influences, but men were less susceptible to informational influences than women. Men's scores were significantly lower than those of women on color's importance and following of color trends in buying apparel.
Get full access to this article
View all access options for this article.