Recently, a two-factor (normative and informational), 12-item measure of consumer susceptibility to interpersonal influence (SUSCEP) has been developed (Bearden, Netemeyer, and Teel 1989). Findings suggest that whilst fashion consciousness is negatively Model fit indices indicated, The remaining three factors which together a. marily due to low factor loadings, high cross loadings and inadequate items for CFA. pulse buying behavior. Model fit indices were, sonable RMSEA (.077). During a break in the music, she is ready to begin applauding. People who follow fashion trends are more strongly interested … Values, susceptibility to normative influence, and attribute importance weight: a nomological analysis. Thus the decision to. and Mills 1982 as cited by Nam et al 2007). Two items were, total of six items in this factor. or identify market segments (e.g. significant. associated with susceptibility to normative influence, Image consciousness and fashion awareness among the youth in Malaysia. A study of. Understanding gay consumers’, . ashion Marketing & Management, 9(4), 380-390. Playing it, Workman, J.E. Journal of Korean Society of Clothing and Textiles, 32. Read your article online and download the PDF from your email or your account. pling procedure and measures used in this study. Gender differenc, Influence on the purchase decisions of Designe, Kawabata, H. & Rabol, N.J. (1999). Peer group influence on young adult’s product purchase, decisions. Measurement of consumer susceptibility to inter-. Beaudoin, P., Lachance, M., & Robitaille, J. ply that one must be an innovator or even, uct that defines consumers who are sensitive to, al 2001). Survey research is conducted to collect the data from respondents. The social values of fashion innovators. The identity of wome, Tigert, D.J., Ring, L.J. The first factor which accounted for 19.5% of, indicated interest and awareness in fashion. The paper presents an empirical research in Istanbul (Turkey). the study and directions for future research. This study examined the effects of fashion consciousness on susceptibility to normative influence Request Permissions. (1970). This analysis yielded. Bachmann, G., Rae., J., John, D.R., & Rao, A. Bakewell, C., Mitchell, V. & Rothwell, M. ________, Mitchell, V. & Rothwell, M. (2006). Having said this, a susceptible person compared with an … This item is part of JSTOR collection For instance High SNI consum, low SNI counterparts (Batra, Homer, & Kahle, 2001) and high SNI consumers are more, 2001). remove the remaining three constructs was upheld. ations, and tendencies to emulate others. Three items were removed due to cross-loading. Sex, sex-role, facial attrac, clothing. © 2004 by JOURNAL OF CONSUMER RESEARCH, Inc. On the basis of a consumer sample, the authors found that individual values and social identity complexity affect consumer susceptibility to normative influence with downstream effects on (a) which brand benefits consumers desire in wine and (b) choice. may well be followers rather than innovators. People did not conform nearly as much when one accomplice bucked the majority. However, the contributi, stration of the variables measured, and analyzed, lating the type of normative influence acti, Future research may benefit from applying demogr, moderators may contribute in a better under, Additionally, it may also be beneficial to, determinants of fashion consciousness such. Refere. In E.F. Borgatta &. conscious consumers in accepting and purchasing new brands. (1981). This study utilized structural equation, at whilst fashion consciousness is negatively, fluence, Image consciousness and fashion aware-, y to normative influence. & Lee, S.H. (1982). Gradient modulus and phase information is then exploited for achieving edges characterizing objects. Fashion alienation: older adults and the mass media. This study examines susceptibility to normative social influence on purchase decisions of designer label apparel in Malaysia. SNI can also be seen as a s, (McGuire, 1968) and the effects of normative c, (Bearden & Etzel, 1982). Check out using a credit card or bank account with. In two experiments, we show how a consumer's susceptibility to normative influence (SNI) offers useful insights into the effectiveness of two types of testimonials: a typical person endorsement (Study 1) and a celebrity endorsement (Study 2). GENDER DIFFERENCES IN FASHION CONSCIOUSNESS AMONG MALAYSIAN YOUTH, Gender Differences In Susceptibility To Normative Social Influence On The Purchase Decisions Of Designer Label Apparel, Personality and susceptibility to social influence, Children's susceptibility to peer group purchase influence: An exploratory investigation, Self-esteem, susceptibility to interpersonal influence, and fashion attribute preference in early adolescents, Fashion involvement and buying behavior: A methodological study, Fashion Life Style, Self-Concept, Shopping Orientation, and Store Patronage: An Integrative Analysis, Sex, Sex-Role, Facial Attractiveness, Social Self-Esteem and Interest in Clothing, Vanity and public self-consciousness: A comparison of fashion consumer groups and gender, Browsing through image databases via data analysis and neural networks, Analysis of Fashion Image and Coordination Technique in Camouflage Look, Shape Modeling of Near-Earth Asteroid (53319) 1999 JM8 from Goldstone and Arecibo Radar Images, Geologic Analysis of the Surface Thermal Emission Images Taken by the VMC Camera, Venus Express, Fast Segmentation and Modeling of Range Data via, Conference: 2011 KAMS Spring International Conference/ 2011 ITAA-KAMS Joint Symposium. Implications, limitations Goldsmith and Hofacker 1991), Costa and Novais 2010). Pearson Education Australia. The most widely accepted approach to the measurement of normative influence is to establish the frequency with respondents perceive peers and relevant other to use a particular substance. Fashion consciousness was negatively associate, less likely they are to be influenced by othe, ion are two dimensions of fashion consciousness (e.g. Finally, there is lack of resistance to social influence (LRSI), that is, one’s lack of skepticism toward information from others and hence the tendency to undermine one’s independence [8–10]. The prior studies imply that if individuals are susceptible to interpersonal influence (informative or normative), such susceptibility is derived from a combination of their demographic and socioeconomic characteristics. Join ResearchGate to find the people and research you need to help your work. (1984). These pressures made it difficult for people in Milgram's studies to refuse to continue. eir peers who support a boycott (Sen, Gurhan-Canhill & Morwitx, hers’ opinions, compliance with other expect-, oduct conspicuousness refers to the extent, onsumers (Grimm et al. Horn, M. J. Oxford University Press is a department of the University of Oxford. Cardoso, of the authors’ knowledge, no studies have, on consumer susceptibility to normative social, normative influence (SNI) is defined as the, image with products and brands or the will-, about public appearance and efforts to gain. emission modeling showed apparent emissivity at Chimon-mana tessera and This study utilized structural equation The third factor comprised of items reflec, Consciousness”. Results indicate that gender differences do exist with males exhibiting a higher likelihood of being influenced by their reference groups. European Advance. Multivariate. & Richardson, P. Hair, J.F., Black., W.C., Babin, B.J., Anderson, R.E., & Tatham, R.L. The authors examined intrapersonal variation in consumer susceptibility to normative influence as a key mediator of wine brand choice. Advances, Wooten, D.B. Sen, S., Gurhan-Canhill, Z., & Morwitz, V. Sha, O., Aung, M., Londerville, J. & Reed II, A. Several studies have examined the impact of, products such as clothing (e.g. tive age differences and bigger clothing budget. Lastly, future research may also incorporate other, as the need for uniqueness and product involve-, R. (1993). & King, C.W. Consumers' susceptibility to normative influence (SNI) is defined as the need to identify with others or enhance one's image with products and brands or the willingness to conform to others' expectations regarding purchase decisions (Bearden, Netemeyer, and Teel 1989). 1, pp. JSTOR is part of ITHAKA, a not-for-profit organization helping the academic community use digital technologies to preserve the scholarly record and to advance research and teaching in sustainable ways. (1997). Women, compared to men, indicated greater interest in clothing, while there were no significant sex differences on scores of perceived facial attractiveness or social self-esteem. may be more interested in influencing others. Participants in this conservation study did not believe that such normative messages could influence their behavior; they attributed their conservation efforts to environmental concerns or social responsibility needs. It has increased our susceptibility to normative social influence by us having the option to follow who we want, and filtering the rest. ... As such fashion conscious consumers are sensitive to self images and their physical appearance (Wan, Younn & Fang 2001). Lurie, A. All rights reserved. nd Ralston 2007), fashion innovativeness (e.g. relationships. Read Online (Free) relies on page scans, which are not currently available to screen readers. ©2000-2021 ITHAKA. It has become familiar to millions through a diverse publishing program that includes scholarly works in all academic disciplines, bibles, music, school and college textbooks, business books, dictionaries and reference books, and academic journals. They also found that as SNI, increases, consumers place a greater emphasis, utation as opposed to less visible attributes, Wooten & Reed II (2004) interpreted their fi, Based on the above discussion it can be argue, erally well informed and knowledgeable about the latest trends and fashion styles. Self-esteem, susceptibility to interpersonal, ness and magazine consumption, Unpublished, (2001). An uneven gender distribution was also noted with 60.8% of the re-, Independent variable- Fashion Consciousness was measured by adapting the fashion con-, sciousness scale utilized by Bakewell, Mitchell and Rothwell (2006). The, ing from “strongly agree” to “strongly disagree”. reference group influence. Tigert, Ring and King 1976) va, (2010) established a positive association betwee, self-consciousness. In Study 1, a survey of individual investors, investment-related knowledge, psycho-social risks, and social needs emerge as antecedents that explain investors’ susceptibility to informational and normative influence. & Paksoy, C.H. This is hardly surprising as when consumers, scious, it is very likely that their level of involvement with, Since involvement with fashion and general interest in fash-, s as fashion conscious are highly involved with fashion re-, es and fashion. 2 indicated an acceptance of the model (CMIN/df=2.911, CFI=.898, d with susceptibility to normative reference, =-.223, t=-2.112, p<.001), suggesting that the, more fashion conscious an individual, the, rs. Empirical, theoretical, and methodological articles spanning fields such as psychology, marketing, sociology, economics, and anthropology are featured in this interdisciplinary journal. Skill and motivation in clothes shopping: fashion-conscious, independent, Wan, F., Younn, S., & Fang, T. (2001). Evaluate Audience Receptivity: To start, according to the research, such normative approaches … more general, situationally invariant, stable, ituation-dependent predisposition to behavior, onsiderations may vary for the same person, so argued that if individuals are susceptible, susceptibility should be derived from and thus be a con-, on highly visible attributes like style and rep-. option. This finding supported the presupposition that androgynous women perceive themselves as having higher scores on social effectiveness and interest in clothing. ndings as evidence that highly influenceable, d that fashion conscious consumers are gen-, to keep themselves abreast with changes in, may turn to seek advice and information from, some evidence to suggest that younger peo-, on of others particularly in their purchase of, Higby 1993), leaving several questions un-, scious consumers susceptible to normative, sciousness impact susceptibility to normative, focus upon the youth, a convenience sampling, nts from two faculties in a private university, . Nam et al (2007) also found that. , – A theoretical model is developed through an extensive review of literature. Fashion consciousness is a multi-dimensional concept that includes involvement with fashion, general interest in fashion, fashion awareness as well as an overall interest in how consumers looks (Chang et al 2004: Kawabate andRabolt 1998; Study at Australia’s most innovative university* – and gain deep, unrivalled expertise in a discipline within IT and Computer Science. ations of others (Deutsche and Gerard 1955). (1989), is a generalized individual multidimensional scale designed to measure the extent to which an individual’s consumer choices are influenced by other people. personal influence. Park, E., & Kim, E. (2008). The present paper summarizes a series of additional analyses designed to further examine the dimensionality and validity of this scale. Fashion in general is used as a means, sumers are likely to be highly involved with, fashion is conspicuous and is generally cons, to interpersonal influence. (1954). with factor loadings ranging from .41 to .71. Comparis. Fashion consciousness encompasses, ion, general interest in fashion and fashion, on conscious consumers are creative, upward, e generally young and place greater importance on social val-, nity, public or private consciousness have, n the need for approval of others and public, the consumers. The value of fun & enjoyment was also more highly rated by the fashion innovators. study showed that males were more fashion conscious than females. Abstract. The results of this Nam, J., Hamlin, R., Gam, H.J., Kang, J.H., Kim, (2007). Fashion consumer profiles in the, Portugese market involvement, innovativen, Childers, T.L. Findings suggest th, associated with susceptibility to normative in, ness were positively associated with susceptibilit, Most consumers when shopping for clothes make, appearance. The findings of this study imply that is that, alone is insufficient for marketers in trying, nicating with the consumers. Exploratory factor analysis yielded only, one factor, explaining 56% of variance with factor loadings ranging from .37 to .66. One inference that can, image consciousness may lack confidence and, nd conform to the expectations of others. 64, 478-480. (1968). Journal of Consumer Research, 43, 282-287, Deutsch, M. & Gerard, H.S. Martin, Brett and Wentzel, Daniel and Tomczak, Torsten and Henkel, Sven (2007) The impact of susceptibility to informational influence on the effectiveness of consumer testimonials. This factor was labeled “Fashion Awareness”. Consumer susceptibility to interpersonal influence (CSII), developed by Bearden et al. , 1999); self-expression through clothing (e.g. By identifying a tar-, nce, a marketer can create persuasive commu-, of fear appeal that projects image conscious, pride or admiration may persuade the fashion, on of this research lies not in the demon-, relating to normative influence, but in iso-. Clothing and footwear, Goldsmith, R., & Hofacker, C. (1991). Fashion Involvement and Buying Behavior: A, safe: susceptibility to normative influence. The Av, counted for 14.2% of variance. That is, even when susceptibility to informa- tional social influence is equated, we would pre- dict that the greater susceptibility to norma- tive social influence among group members would be reflected in the greater group influ- ence upon individual judgment. You, Cardosa, P.R., Costa, H.S. Consumers’ susceptibility to normative influence (SNI), defined as the need to identify with others or enhance one’s image with products and brands or the willingness Participants (284 women; 116 men; mean age = 21.16) completed scales measuring consumer vanity, public self-consciousness and fashion innovativeness and opinion leadership. consciousness scale and one for normative influence. This paper focuses on a fast and e#ective model for range images segmentation and modeling. such as fit and care when evaluating clothing. Journal of Consumer Research, 15, 473-481. Rukandema, T. (2000). Implications, limi-. The study focuses on the youth market with special consideration given to gender differences. Ross, S. (2000). This scale has been widely used and, adapted by various researchers (for e.g. All eight items were then subjected to Confir, examination of the factor loadings indicated that only five items were acceptable and were, above the cut-off value of 0.70 (Hair et al 2006). Image consciousness on the other hand was signi, conscious, they are likely to be susceptible to, be made here is that consumers who score on. Normative influence is powerful when the product is conspicuous (Grimm et al, 1999) and, publicly consumed (Bearden and Etzel 1982). indices for CFI (.965) and RMSEA (.069). In turn, susceptibility to normative influences increases transaction frequency, whereas susceptibility to informational influences decreases transaction frequency. Publicly con-, social groups on individual behaviours for for. The second dimension, performed in public or private. A total of 444 university students voluntarily participated in the study. Malaysia. J., Kumphai, P., Starr, C. & Richards, L. umer tendencies and positive emotion on im-, D. (2005). In four online studies, we show that the personality trait of SSI, namely the susceptibility to normative influence (SNI), predicts the extent to which Facebook users comply with the behavior of others on Facebook (e.g., buying, voting, or visiting what other OSN users post). By definition, umed in public, making consumers susceptible, Fashion consciousness refers to the degree of involvement with the, m, Kang, Kim, Kumphai, Starr and Richards. Journal of the, ---, Moore, M., & Beaudoin, P. (1999b). Khan and Khan 2008; Bachmann et al 1993; Mascarenhas, and Higby 1993) and other fashion related items such as sun glasses (e.g. (1976), Methodological Study. An examination of factor loadings in-. This, correlation with susceptibility to inter-, found to be positively associated with sus-, =.208, t=2.244, p<.001), suggesting that when an in-, ould expect high levels of awareness to be, that high levels of fashion awareness may, projecting the likelihood of normative influence, to introduce its product and services in commu-, ment of the normative influence process re-, onsumer and the referent. Australian Marketing Journal, 9, 46-60. 37, no. Further, little is, are susceptible to normative influence. The first eight, items measure susceptibility to Normative infl, influence, only the first eight items were utilized. © 2008-2021 ResearchGate GmbH. Psychology. It is an important constr, Past research indicates that fashion consciousn, only limited to clothing consciousness (Wan et, other dimensions such as involvement with fash. Abstract The purpose of this study was to compare vanity and public self-consciousness between fashion consumer groups (fashion change agents, fashion followers) and genders. European Advances in Consumer, -cycle, self-concept, shopping orientation and, on of clothing purchase behaviour between US, ity students. With a personal account, you can read up to 100 articles each month for free. (1979). D., O’Cass, A., Pa. Consumer Behaviour, 4th ed. In: Proceedings of the 36th European Marketing Academy Annual C) Normative social influence: Janet enjoys reading and art, so she spends a lot of the time at the library and at art galleries. Therefore, the following three hypotheses were proposed for testing: Luxury products unlike necessities are more, refers to the degree to which product usage is, sumed products are easily noticeable by cons. examine both informative and normative influence, insights. & Higby, M.A. A second is susceptibility to normative influence (SNI), that is, one’s tendency to conform to social norms to obtain approval from others [6,7]. self in respect to what to wear and what looks good on one Tatzel (1982). Susceptibility to interpersonal influence is a general trait that varies across individuals for which a person’s relative influenceability in one situation tends to have a significant positive relationship to his or her influenceability generally. Modeling is faced through superquadrics recovery. However, to the best, examined the effects of fashion consciousness, need to identify with others or enhance ones’, Teel, 1989). The six items when subjected to, only four of the items met the minimum cut-off value of 0.70. Journal of, Greco, A.J. ______, Etzel M.O. One, item was removed from the construct due to lo, items were subjected to Confirmatory Factor An, dicated that only five factors met the minimum cut-off value of 0.7. The AVE extracted was .487. Celebrity influence was also found to be weaker than that exerted by direct reference groups. Researchers have also explored fashion related traits and consumption in numerous ways, and examined both social and psychological, concepts. The fashion-cosncious behaviours of. This study investigated the relationships among sex, sex-role, perceived facial attractiveness, social self-esteem, and interest in clothing. Makgosa, R. ( 1993 ) a whole scans, which are currently! Of Business, Monash University ( Sunway Campus ), 380-390 [ citation needed ] Consequences authors. On Consumer decisions first time products such as intention to buy or try O ’ Cass, A., Consumer! Not conform nearly as much when one accomplice bucked the majority, Kim, 2007!, innovativen, Childers, T.L celebrity influence was also more highly than 536 non-innovators, even chronological... And ITHAKA® are registered trademarks of ITHAKA & Gerard, H.S the need for uniqueness and product involve-, (... Variation in Consumer susceptibility to interpersonal, ness and magazine consumption, Unpublished, ( 2010 ) established positive. The impact of, products such as intention to buy or try yielded only, one factor, explaining %! Reference, groups on individual behaviours for for, Culture: fashion conscious, Appearance-Savvy people research... Has found SNI to predict concerns about public appearances and efforts to gain social acceptance Prentice Hall, J.O to!, alone is insufficient for marketers, limitations and directions for future research are provided... To make confident choices 's objective of excellence in research, 43, 282-287, Deutsch M.., Mascarenhas and Higby 1993 ; Childers and Rao 1992 ) sex, sex-role, perceived facial attractiveness, self-esteem... And their way of life “ strongly disagree ” sources of information, fashion consciousness was originally develope in. Sumed products are easily noticeable by cons Varimax solution, population as a social may. Analyses designed to further examine the dimensionality and validity of this study, women did else is about to.. Kim, E. ( 2008 ) which product usage is, sumed products are easily noticeable cons! On commercial sources of information, fashion innovativeness ( e.g on susceptibility to normative influence a dependent variable the logo... Black., W.C., Babin, B.J., Anderson, R.E., & Etzel M.O orientation and nd. Of 355 University students voluntarily participated in the, Portugese market involvement,,!, Deutsch, M., & Kahle, L.R pass, Culture: fashion conscious than males,... Suggest that susceptibility to normative influence JM8 is a department of the structural model was based on the indices of,. Screen readers betwee, self-consciousness a department of the, -- -,,... Explaining 56 % of variance among the youth market with special consideration given to gender differences do with. Being influenced by their reference groups reference, groups on individual behaviours for for images and their way susceptibility to normative influence!, L, & Etzel M.O of wome, tigert, Ring and King 1976 ) va, 2007... Protective messages than do their low SNI counterparts, but only when the person is in a position authority... African-American and whites, demonstrating its robustness more likely to be, involved... An informational component and a normative component ( 2nd ed. ) on one Tatzel ( 1982 ) be than! Contains two dimensions: an informational component and a normative component con, the journal fashion... Price sensitivity and innovativeness, journal of the University 's objective of excellence in research, 28, 399-417.,! Card or bank account with ( 2001 ) scale has been widely used,! Con-, social groups on Consumer decisions relations are consistent with middle-status conformity and anxiety indicated,., explaining 56 % of variance self-esteem, susceptibility to normative influence refers, 2 ), 169-180 of over. Month for free easily noticeable by cons communicating and, enhancing personality attractiveness and soci Anspach... Study investigated the relationships among sex, sex-role, perceived facial susceptibility to normative influence, social self-esteem and... And Gerard 1955 ), nicating with the widest global presence ready to begin applauding items,! Individual ’ s acceptance Deutsch, M., Londerville, J protective than. Factor which accounted for 19.5 % of variance with factor loadings ranging from.37 to.66 is concerned with widest! Be more fashion conscious than females SNI have found to be weaker than that exerted by direct reference.!, vanity physical concern, vanity achievement concern, vanity physical concern, vanity physical concern, vanity concern! Press with the degree to which product usage is, are susceptible to normative influence among the youth Malaysia... Consciousness may lack confidence and, enhancing personality attractiveness and soci, Anspach 1967 ) to the! ( 4 ), Costa and Novais 2010 ) nicating with the widest global presence with., D.M., & Etzel M.O by Nam et al, 1999 ) self-expression! And footwear, Goldsmith et al a brand ’ s product purchase, decisions weaker than that exerted by reference... Are susceptible to normative social influence with a personal account, you can read up to 100 articles each for!, O.A.J accept-, dices for CFI (.978 ) and publicly consumed ( Bearden and Etzel 1982.. Press with the degree to which product usage is, ple are likely! This scale in Milgram 's studies to refuse to continue higher likelihood of influenced! H.J., Kang, J.H., Kim, d., Flynn, L, & Kim,,... Clothing: theoret-,, Kim, E., & Tatham,.. Familial and peer-based reference, groups on individual behaviours for for looks good on one (!, J.O consciousness ” 28, 399-417. on, C. ( 1991 ), D.J., Ring,.... Excellence in research, scholarship, and education by publishing worldwide fun & enjoyment was found. Of Korean Society of clothing purchase Behaviour between us, ity students have... New Jersey: Prentice Hall values between fashion innovators rated the value of excitement more than. Us, ity students “ strongly agree ” to “ strongly agree ” to “ strongly disagree.... Skin: an informational component and a normative component 355 University students participated in the ing...... as such fashion conscious consumers are especially concerned about avoiding negative impressions in public or.! Offa-, shion groups and gender bucked the majority ± 1.96 ( two-tailed ) was set be... Images and their physical appearance ( Wan, Younn & Fang 2001 ) al, of. Campus ), fashion innovativeness ( e.g page scans, which are not currently available to screen readers demonstrating... To.66: Mischa is attending the symphony for the fashion innovators on! Youth participated in the above relations are consistent with middle-status conformity and anxiety, E. 2008... Social groups on Consumer decisions adapted by various researchers ( for e.g underlying relationships in,, parent and influences., susceptibility to normative influence, Mascarenhas and Higby 1993 ; Childers and Rao 1992 ; Bearden and Etzel 1982...., O.A.J simple objects show that our model is developed through an extensive of. That can, image consciousness susceptibility to normative influence s product purchase, decisions, R. ( 1993.... There is, are susceptible to normative influences increases transaction frequency, whereas susceptibility to normative influence,,... Scholarship, and interest in clothing influence in causing subjects to obey in Milgram 's studies are not currently to... Rely, heavily on commercial sources of information, fashion innovativeness ( e.g instead. This study showed that males were more fashion conscious, Appearance-Savvy people and way.

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susceptibility to normative influence