Purpose – To model the relationships between consumer need for uniqueness and attention to social comparison information with fashion opinion leadership and fashion opinion seeking. Design/methodology/approach – A total of 201 US undergraduate students were surveyed and standard scales were...

Purpose – This paper aims to test hypothesized relationships of consumer need for uniqueness, attention to social comparison information, status consumption, and role‐relaxed consumption with opinion leadership and opinion seeking for new fashionable clothing. Design/methodology/approach –...