Psychological antecedents of career women's fashion clothing conformity

摘要

Purpose – The purpose of this paper is to examine the relationship between independent and interdependent self-construal and attention to social comparison information (ATSCI) on professional career women's fashion clothing conformity. Design/methodology/approach – A sample of 207 professional career women aged 21-50 living in London and New York were interviewed using a structured questionnaire via the internet. Findings – A partial least square analysis found that interdependent self-construal has strong and positive relationships with ATSCI, and that this construct, in-turn, has a strong and positive relationship with motivation to conform. Independent self-construal has a significant, but unhypothesized, relationship with ATSCI. However, independent self-construal is significantly negatively related to conformity motivation. Research limitations/implications – A limitation of the study includes the reliance on internet self-administered data collection method. Practical implications – The integrations of the individuals into, and their interactions with, the fashion adoption process is a phenomenon very relevant to marketers in identifying patterns of individual and social influences on fashion clothing tastes. Originality/value – The findings are valuable because they apply, for the first time, four important psychological constructs to the subject field of professional career women's fashion choices.