Young Consumers: Insight and Ideas for Responsible Marketers, Jun 10, 2014
Purpose – The purpose of this work was to identify segments of the US teen girl market based on t... more Purpose – The purpose of this work was to identify segments of the US teen girl market based on the importance that these consumers assign to various product attributes in the apparel purchase decision process and to characterize these consumer segments in relation to their engagement in fashion and social responsibility. Design/methodology/approach – An online survey was administered to 157 teen girls (14-18 years). The questionnaire included demographic items and measures of the importance of product attributes in the apparel purchase decision, fashion involvement, materialism, charitable/social cause involvement and past socially responsible apparel purchasing behavior. A two-step cluster analysis, employing Ward’s method and k-means clustering, was conducted on each participant’s factor scores on the four dimensions of the product attributes scale. Findings – Three clusters were identified: the Conventionalists (n = 50, 31.8 per cent), the Self-Satisfiers (n = 34, 21.7 per cent) and the Embracers (n = 73, 46.5 per cent). MANOVA revealed differences among the clusters related to fashion involvement, social cause involvement, materialism and past socially responsible apparel purchasing behavior. Practical implications – Results suggest that teen girls may respond positively to trendy apparel products designed with attention to issues of the environment, labor and/or charitable/social causes, particularly if the products are perceived as esthetically appealing and provide utilitarian value. Originality/value – This work offers unique insights into teen girls’ apparel consumption behaviors by employing a benefit segmentation approach to explore the role that issues of social responsibility may play in teen girls’ apparel purchase decisions.
Journal of Fashion Marketing and Management, Mar 1, 1999
The purpose of this research was to examine the relative importance of socially responsible attit... more The purpose of this research was to examine the relative importance of socially responsible attitudes, along with catalogue shopping involvement and product‐related attributes, as predictors of consumers' intentions to purchase apparel. Data were collected through a mail questionnaire to randomly selected customers of an alternative trade catalogue; the 320 respondents represented a 67 per cent response rate. Data were analysed by a maximum‐likelihood estimation procedure using LISREL VII. The proposed model exhibited good fit to the data as evidenced by chi‐square, GFI, AGFI, and RMS measures. Social responsibility, desire for individuality in dress and shopping involvement were all positive predictors of intention to purchase apparel. Desire for individuality exerted the greatest influence, followed by attitudes toward social responsibility.
The work explored how adolescent Latina immigrants to the US navigate their culture of origin and... more The work explored how adolescent Latina immigrants to the US navigate their culture of origin and their culture of settlement through the lens of Tulloch's (2010) concept of "style-fashion-dress". Participants included 12 immigrant women, ages 20-23 (mean age=21.25 years), who identified as Latina and immigrated to the US before age 15. Data collection focused on participants' memories of their immigration experiences during adolescence. This retrospective approach captured change over time in the acculturation process. Analyses revealed that, as they sought to negotiate diverse cultures and forge a sense of "who they were becoming" through the acculturation process, participants confronted varied dilemmas of identity, frequently underpinned by an overarching goal of "knowing" or "locating" the authentic self and expressing that self through style-fashion-dress. Two key identity dilemmas were observed: (a) Identity Confusion" Who...
The purpose of this interpretive study was to explore how women’s participation in the sport of C... more The purpose of this interpretive study was to explore how women’s participation in the sport of CrossFit sets a context for the development of their body images—including their thoughts and feelings about the body and their lived experiences of embodiment—as well as their perceptions of culturally constructed ideals of beauty and gender. Analyses were informed by feminist cultural studies. In-depth, face-to-face interviews were conducted with 16 women who regularly participate in CrossFit. Data were analyzed using constant comparison processes. Findings illuminate how women experienced the culture of a male-owned, co-ed, CrossFit gym and how their immersion and participation in that gym culture gave rise to varied bodily experiences and practices, including body/appearance ideals, bodily appraisals, appetites and diets, physical fitness ideologies, appearance management routines, perspectives on gender, and identity development. Participant narratives revealed diverse lived realitie...
The purpose of this narrative inquiry was to explore how dress - including cross-dressing and and... more The purpose of this narrative inquiry was to explore how dress - including cross-dressing and androgynous dress - was used within the Deadwood Dick series to construct meanings about gender and identity. The research was informed by the works of Judith Butler and Erving Goffman and by reflection theory. Data were collected by extracting references to dress within five Deadwood Dick novels featuring Calamity Jane. Analyses revealed overarching themes related to traditionally feminine dress, androgynous dress, and cross-dressing. Transitions in ideological views of 19th century womanhood are reflected in the dime novels' alterations in appearance and gender performance that enabled female characters to act in expanded spheres. Androgyny allowed characters to adopt nontraditional gender identities, giving the freedom to participate in male-dominated contexts. Cross-dressing provided characters a means of navigating temporary changes in space and place. Findings provide a reflection...
This study examined the influence of exterior store atmospherics upon college students’ responses... more This study examined the influence of exterior store atmospherics upon college students’ responses to a university-branded merchandise store. The research was informed by Mehrabian and Russell’s (1974) Stimulus–Organism–Response (S–O–R) model, which proposes that consumers’ emotional responses to a physical store environment mediate how the environment shapes their patronage behaviors. An online survey with a 2 × 2 × 2 experimental design component was implemented to explore the influence of three aspects of exterior store atmospherics (i.e., landscaping, store greeter, and electronic kiosk) upon three dependent variables: consumer emotional state (pleasure/arousal), consumer liking of the store exterior, and patronage intentions. The sample included 336 college students. Analyses provide support for the S–O–R model and related research; collectively, findings are consistent with the premise that pleasure and liking of the storefront exterior shape patronage intentions at a universit...
The present interpretive work explores the consumption experiences of pregnant women transitionin... more The present interpretive work explores the consumption experiences of pregnant women transitioning to mother roles, focusing specifically upon the consumption of maternity dress, which has not been previously considered within the context of liminal consumption. Of particular interest were if and how the consumption of maternity dress may shape the self during the liminal transition of pregnancy. Findings revealed that consumption of maternity dress during pregnancy both complicated and supported participants’ embodied experiences as liminal, pregnant selves and their transition to motherhood. Three overarching themes were identified and reflect the ways in which participants’ consumption practices were tightly bound with their identities, which, in turn, represented a repertoire of possible selves that often diverged from the participants’ current identities. Specifically, the three emergent themes included: (1) maternity dress consumption representing disruption in the ‘Woman I Am...
The purpose of this interpretive study was to explore how Saudi Arabian women construct and prese... more The purpose of this interpretive study was to explore how Saudi Arabian women construct and present the self through their choice of dress for the private sphere. The work was situated within the interactionist and dramaturgical traditions. Data were collected via in-depth interviews with 15 Saudi Arabian women and were analyzed using constant comparison processes. Analyses revealed three key themes related to Saudi women’s use of private sphere dress to construct and present the self: (a) conceptualizing the desired self, (b) making sense of the marketplace: the role of traditional and Western dress in mobilizing desired selves, and (c) looking glasses: the role of others in mobilizing desired selves. Findings revealed that as they presented the self through dress within the private sphere, Saudi women engaged in a complex process of navigating Islamic teachings and Saudi cultural conventions, shifting cultural mores, and the diverse expectations of others.
This exploratory work was guided by the question of whether health education messages about food ... more This exploratory work was guided by the question of whether health education messages about food and exercise might inadvertently influence children’s beliefs about weight controllability, body satisfaction, weight self-assessments, desire to alter weight, and body build stereotypes. Participants were 80 children (38 boys, 42 girls) aged 7 to 13 years enrolled in a week-long “FunLIFE” summer camp offered at a large university. FunLIFE was created in response to the childhood obesity crisis and focuses upon Learning to Improve Fitness and Eating (thus, the acronym “LIFE”). Pre- and posttest questionnaires were administered at four camp sessions. Findings indicated that participation in FunLIFE camp did not influence children’s weight controllability beliefs, level of body satisfaction, their self-assessments of their weight, or their desire to alter or maintain their weight. Exposure to the FunLIFE curriculum did, however, positively impact children’s stereotypes about both overweigh...
Young Consumers: Insight and Ideas for Responsible Marketers, Jun 10, 2014
Purpose – The purpose of this work was to identify segments of the US teen girl market based on t... more Purpose – The purpose of this work was to identify segments of the US teen girl market based on the importance that these consumers assign to various product attributes in the apparel purchase decision process and to characterize these consumer segments in relation to their engagement in fashion and social responsibility. Design/methodology/approach – An online survey was administered to 157 teen girls (14-18 years). The questionnaire included demographic items and measures of the importance of product attributes in the apparel purchase decision, fashion involvement, materialism, charitable/social cause involvement and past socially responsible apparel purchasing behavior. A two-step cluster analysis, employing Ward’s method and k-means clustering, was conducted on each participant’s factor scores on the four dimensions of the product attributes scale. Findings – Three clusters were identified: the Conventionalists (n = 50, 31.8 per cent), the Self-Satisfiers (n = 34, 21.7 per cent) and the Embracers (n = 73, 46.5 per cent). MANOVA revealed differences among the clusters related to fashion involvement, social cause involvement, materialism and past socially responsible apparel purchasing behavior. Practical implications – Results suggest that teen girls may respond positively to trendy apparel products designed with attention to issues of the environment, labor and/or charitable/social causes, particularly if the products are perceived as esthetically appealing and provide utilitarian value. Originality/value – This work offers unique insights into teen girls’ apparel consumption behaviors by employing a benefit segmentation approach to explore the role that issues of social responsibility may play in teen girls’ apparel purchase decisions.
Journal of Fashion Marketing and Management, Mar 1, 1999
The purpose of this research was to examine the relative importance of socially responsible attit... more The purpose of this research was to examine the relative importance of socially responsible attitudes, along with catalogue shopping involvement and product‐related attributes, as predictors of consumers' intentions to purchase apparel. Data were collected through a mail questionnaire to randomly selected customers of an alternative trade catalogue; the 320 respondents represented a 67 per cent response rate. Data were analysed by a maximum‐likelihood estimation procedure using LISREL VII. The proposed model exhibited good fit to the data as evidenced by chi‐square, GFI, AGFI, and RMS measures. Social responsibility, desire for individuality in dress and shopping involvement were all positive predictors of intention to purchase apparel. Desire for individuality exerted the greatest influence, followed by attitudes toward social responsibility.
The work explored how adolescent Latina immigrants to the US navigate their culture of origin and... more The work explored how adolescent Latina immigrants to the US navigate their culture of origin and their culture of settlement through the lens of Tulloch's (2010) concept of "style-fashion-dress". Participants included 12 immigrant women, ages 20-23 (mean age=21.25 years), who identified as Latina and immigrated to the US before age 15. Data collection focused on participants' memories of their immigration experiences during adolescence. This retrospective approach captured change over time in the acculturation process. Analyses revealed that, as they sought to negotiate diverse cultures and forge a sense of "who they were becoming" through the acculturation process, participants confronted varied dilemmas of identity, frequently underpinned by an overarching goal of "knowing" or "locating" the authentic self and expressing that self through style-fashion-dress. Two key identity dilemmas were observed: (a) Identity Confusion" Who...
The purpose of this interpretive study was to explore how women’s participation in the sport of C... more The purpose of this interpretive study was to explore how women’s participation in the sport of CrossFit sets a context for the development of their body images—including their thoughts and feelings about the body and their lived experiences of embodiment—as well as their perceptions of culturally constructed ideals of beauty and gender. Analyses were informed by feminist cultural studies. In-depth, face-to-face interviews were conducted with 16 women who regularly participate in CrossFit. Data were analyzed using constant comparison processes. Findings illuminate how women experienced the culture of a male-owned, co-ed, CrossFit gym and how their immersion and participation in that gym culture gave rise to varied bodily experiences and practices, including body/appearance ideals, bodily appraisals, appetites and diets, physical fitness ideologies, appearance management routines, perspectives on gender, and identity development. Participant narratives revealed diverse lived realitie...
The purpose of this narrative inquiry was to explore how dress - including cross-dressing and and... more The purpose of this narrative inquiry was to explore how dress - including cross-dressing and androgynous dress - was used within the Deadwood Dick series to construct meanings about gender and identity. The research was informed by the works of Judith Butler and Erving Goffman and by reflection theory. Data were collected by extracting references to dress within five Deadwood Dick novels featuring Calamity Jane. Analyses revealed overarching themes related to traditionally feminine dress, androgynous dress, and cross-dressing. Transitions in ideological views of 19th century womanhood are reflected in the dime novels' alterations in appearance and gender performance that enabled female characters to act in expanded spheres. Androgyny allowed characters to adopt nontraditional gender identities, giving the freedom to participate in male-dominated contexts. Cross-dressing provided characters a means of navigating temporary changes in space and place. Findings provide a reflection...
This study examined the influence of exterior store atmospherics upon college students’ responses... more This study examined the influence of exterior store atmospherics upon college students’ responses to a university-branded merchandise store. The research was informed by Mehrabian and Russell’s (1974) Stimulus–Organism–Response (S–O–R) model, which proposes that consumers’ emotional responses to a physical store environment mediate how the environment shapes their patronage behaviors. An online survey with a 2 × 2 × 2 experimental design component was implemented to explore the influence of three aspects of exterior store atmospherics (i.e., landscaping, store greeter, and electronic kiosk) upon three dependent variables: consumer emotional state (pleasure/arousal), consumer liking of the store exterior, and patronage intentions. The sample included 336 college students. Analyses provide support for the S–O–R model and related research; collectively, findings are consistent with the premise that pleasure and liking of the storefront exterior shape patronage intentions at a universit...
The present interpretive work explores the consumption experiences of pregnant women transitionin... more The present interpretive work explores the consumption experiences of pregnant women transitioning to mother roles, focusing specifically upon the consumption of maternity dress, which has not been previously considered within the context of liminal consumption. Of particular interest were if and how the consumption of maternity dress may shape the self during the liminal transition of pregnancy. Findings revealed that consumption of maternity dress during pregnancy both complicated and supported participants’ embodied experiences as liminal, pregnant selves and their transition to motherhood. Three overarching themes were identified and reflect the ways in which participants’ consumption practices were tightly bound with their identities, which, in turn, represented a repertoire of possible selves that often diverged from the participants’ current identities. Specifically, the three emergent themes included: (1) maternity dress consumption representing disruption in the ‘Woman I Am...
The purpose of this interpretive study was to explore how Saudi Arabian women construct and prese... more The purpose of this interpretive study was to explore how Saudi Arabian women construct and present the self through their choice of dress for the private sphere. The work was situated within the interactionist and dramaturgical traditions. Data were collected via in-depth interviews with 15 Saudi Arabian women and were analyzed using constant comparison processes. Analyses revealed three key themes related to Saudi women’s use of private sphere dress to construct and present the self: (a) conceptualizing the desired self, (b) making sense of the marketplace: the role of traditional and Western dress in mobilizing desired selves, and (c) looking glasses: the role of others in mobilizing desired selves. Findings revealed that as they presented the self through dress within the private sphere, Saudi women engaged in a complex process of navigating Islamic teachings and Saudi cultural conventions, shifting cultural mores, and the diverse expectations of others.
This exploratory work was guided by the question of whether health education messages about food ... more This exploratory work was guided by the question of whether health education messages about food and exercise might inadvertently influence children’s beliefs about weight controllability, body satisfaction, weight self-assessments, desire to alter weight, and body build stereotypes. Participants were 80 children (38 boys, 42 girls) aged 7 to 13 years enrolled in a week-long “FunLIFE” summer camp offered at a large university. FunLIFE was created in response to the childhood obesity crisis and focuses upon Learning to Improve Fitness and Eating (thus, the acronym “LIFE”). Pre- and posttest questionnaires were administered at four camp sessions. Findings indicated that participation in FunLIFE camp did not influence children’s weight controllability beliefs, level of body satisfaction, their self-assessments of their weight, or their desire to alter or maintain their weight. Exposure to the FunLIFE curriculum did, however, positively impact children’s stereotypes about both overweigh...
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