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 –...

Presents a simple and concise survey method for measuring price sensitivity and illustrates its use by examining the relationship between innovativeness and price sensitivity within a specific product category. The results of a survey of 457 students revealed a negative relationship between...

This study investigates if females fashion leaders and fashion followers differ in their attitudes toward buying imported and domestic apparel products. A sample of 283 female consumers between 18 and 25 years of age completed a mailed questionnaire. Repeated measures analysis of variance and...

Describes the results of a survey of 281 adult women in the state of Florida. We used the 15 adjective pairs of the Malhotra self‐concept scale to measure their self‐image. A valid and reliable self‐report scale measured their fashion innovativeness, thus identifying those consumers most...