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Clothing as communication: An empirical investigation
... Identity Dimension (Dubois, 1994;Holman, 1980;Jain, 2019;Tu et al., 2022;Vigneron & Johnson, 2004): One of the incentives for ostentatious consumption is the consumer's need to display a higher social status (Jaikumar et al., 2018). The purchase of certain products can be a way for consumers to express their self-image (Zeithaml, 1988). ...
... The purchase of certain products can be a way for consumers to express their self-image (Zeithaml, 1988). This self-projection influences individuals' perceptions and their choice of brands (Holman, 1980). H1d. ...
This book chapter focuses on the responsible consumption behavior of young individuals from Generations Y and Z and on the commitment of luxury companies to the sustainability of their products. The objective of this research is to understand the gap between the intention to engage in the responsible consumption of second-hand luxury goods and the actual act of purchasing them. We use the theory of planned behavior to analyze the factors that explain the intentions of younger generations to acquire such goods. The results of our quantitative study indicate that: (1) attitude to second-hand luxury goods, subjective norms and perceived behavioral control have a significant influence on the intention to purchase; (2) the perception of quality associated with second-hand luxury goods has the strongest impact on attitude to them; and (3) the consumption of second-hand luxury goods does not represent a form of pro-environmental behavior within the age group studied. However, purchasing second-hand luxury goods is associated with acquiring high quality, timeless products and the desire to access a luxury brand. This is further influenced by a feeling of treasure hunting.
... Literatürdeki ilgili çalışmaların bir bölümü, giyim tercihleri üzerinden gerçekleştirilen izlenimler aracılığıyla, kişilik özellikleri ve zeka seviyesine ilişkin oluşturulan değerlendirmeler ile ilgilidir. Holman (1980), kıyafetin sözsüz bir iletişim aracı olduğunu varsayarak yaptığı araştırma ile temiz, muhafazakar, atletik, feminen gibi değişkenlerin farklı kombinasyonların yer aldığı farklı giyecek mesajını ortaya çıkarmış ve bu mesajların anlamlarını araştırmıştır. Benzer bir konudaki çalışmada Gille-Knauf ve Mittag (2008), giyim stili (muhafazakar ve provakatif) ve baskın tutum (erkek ya da kadın dominant) olma kriterleri üzerinden fotoğraflanan bir kadının, zeka seviyesi ve kişilik özelliklerine ilişkin üniversite öğrencileri tarafından yapılan değerlendirmeleri incelemişlerdir. ...
... (1992: 18), tüm giysilerin bir bireyin kimliğini temsil ettiğine ilişkin temel bir varsayımın olduğunu ifade etmektedir. Holman (1980) ise ürünlerin onu kullananlar tarafından sözsüz iletişimde önemli bir gösterge olarak kabul edildiğini ve giyim tercihlerinin bu işlevi gördüğünü ifade etmektedir. Bu nedenle katılımcıların yorum yapmasını sağlamak için onlara sunulan kaynağın giysi olması araştırmacılar tarafından özellikle tercih edilmiştir. ...
Bu çalışmanın amacı giyim tercihlerinin izlenimler üzerindeki etkisi ve bu izlenimlerin bireylerin özellikleri ve tüketim kalıplarına ilişkin değerlendirmelerdeki rolünü tespit etmektir. Bu amaç doğrultusunda nitel bir araştırma tasarlanmıştır. Bir kadın ve bir erkeğin fotoğrafları gösterilmiş ve 6 görüşmeci ile derinlemesine mülakat ve projektif tekniklerden olan resim yorumlama tekniği kullanılarak ortalama 30 dakika süren görüşmeler yapılmıştır. Görüşmelerde yarı yapılandırılmış mülakat formundan faydalanılmıştır. Fotoğraflarda iş yerine uygun rahat giyim (business casual) koduna uygun giyinen modeller, yüzleri gizlenerek kullanılmıştır. Çalışmanın sonuçlarına göre kıyafetler üzerinden izlenim oluşturulmaktadır ancak bu izlenimlerin genelde kesin olmadığına ilişkin bir inanç mevcuttur. Ayrıca kıyafetler üzerinden oluşturulan izlenimlerin demografik özelliklerin yanında diğer tüketim kararlarına dair çıkarımlar yapmakta kullanıldığı da çalışmanın sonuçları arasında yer almaktadır.
... Clothing was selected as a determinant of store selection because of its ability to convey information about individuals' statuses (Belk 1978;Holman 1980;Belk, Bahn and Mayer 1982;Douglas and Solomon 1983;Solomon 1983). ...
... Marketing scholars are increasingly recognizing that products, such as clothing, serve as symbols that individuals use in defining themselves as social actors (Holman 1980;Solomon 1983). One component of this definition is social status, whether such status is achieved with symbolic products implicitly or explicitly. ...
... On the one hand, the concept of fashion is defined through three main aspects: a regular and temporary cycle, a diffusion process, and a symbolic and social influence (Veblen, 1899;Simmel, 1904;Holman, 1980;Sproles, 1981;Hirschman and Holbrook, 1982;Solomon, 1983;Evans, 1989;Miller et al., 1993;O'Cass, 2000). On the other hand, fashion can also be seen through a multi level perspective. ...
... Moreover, fashion leads to conformity for all adopters of the same fashionable products belonging to the season fashion theme (Tigert et al., 1980;Murray, 2002). This search for conformity is a means for individuals of being perceived as part of the fashionable groups (Moschis, 1976;Holman, 1980). The associations (attributes, benefits, and attitude) are different depending on their favorability, strength and uniqueness. ...
Fashion products adoption and diffusion challenge current knowledge about why and how these products appeal to consumers despite constantly varying attributes and functionalities. Little is known about how fashion trends impact fashion products perception and stimulate their adoption. Beyond mere product newness which might favour adoption, we introduce the concept of fashion equity to explain the value added by fashion to the products to which it applies. We develop an analogy between fashion equity and brand equity to provide a new explanation on fashion products adoption. We use Keller's (1993) conceptual model of brand equity to justify our approach and the hypotheses proposed. A qualitative research allows to confirm fashion equity values.
... Clothing conveys non-verbal clues about a person's personality, background, financial status, thought process plus others. According to Rebecca H. Holman (1980), "clothing can demonstrate culture, mood, level of confidence, interests, age, authority, values, sexual identity" and I go further to add class, ethnicity, race, gender and lots of others. This is to say that from the dresses one chooses to wear, others can infer occupation, social status, cultural background, personality and even mood or disposition. ...
This study looks at the relationship between facility management tactics and how they affect
socioeconomic growth in the context of polytechnics in Ogun State, Nigeria. The goal of the
study is to comprehend how facility management practices affect numerous aspects of
socioeconomic growth, such as productivity, resource efficiency, sustainability, and general
well-being in academic institutions. The research combines facility management's strategic
planning, upkeep, and adaptability to evaluate how well they contribute to social
advancement, environmental preservation, and economic growth.
The study uses a mixed-methods technique to collect information about the existing facilities
management practices in a few polytechnics in Ogun State by combining surveys, interviews,
and data analysis. This study aims to offer useful insights for both academic and practical
stakeholders by investigating the relationship between efficient facility management practices
and the results of socioeconomic development. The findings may have consequences for
regional policy decisions at a larger scale and will likely highlight the critical relationship
between strategic facility management and good socioeconomic growth inside educational
institutions.
Keywords: Facility Management, Socio-Economic Development, Productivity, Resource
Efficiency, Strategic Planning, Maintenance, Adaptation.
... język ubrań (por. [Holman 1980]), jest zdaniem Campbella mocno ograniczona. Wykonywanie czynności nie jest równoznaczne z wypowiadaniem słów, nie można "rozmawiać" poprzez dobra konsumpcyjne (wiadomości tego typu mogą mieć tylko bardzo prosty charakter -np. ...
... She experimented with the same group of women who wore high class garments (style A) for shopping and on another occasion the same women wore (style B) which was low class garments to the same shops. There was a difference in which they were received in the shops due to their garments, when they were in Style A which was high class garment, they were given more recognition than when they went in Style B. Holman (1980) also noted that dressing communicate a lot to people as her findings were based on an experiment she conducted among university students in Texas, Austin. There she asked students to tell what pictures of people in various dressing style communicate to them. ...
Varied ways are used for communication which may either be verbal or non-verbal. Non-verbal occurs in different forms and one is kinesics which includes gestures, facial expression, touching, eye contact and mode of dressing. The paper focuses on the aspect of dressing by examining traditional cloth worn among the Ga and Dangme people. It investigates the cloth types and their name source. It further examines the choice of cloth worn among Dangme and Ga in relation to function or ceremony. Additionally, it did a brief morphosyntactic analysis of the cloth names. The paper employed the visual semiotic theoretical framework by de Saussure. The data were gathered from sellers of cloth in the Accra Business Centre and some markets in the Dangme speaking areas through photography, semi-structured interviews, observation and notetaking. The data was then subjected to a sociolinguistic analysis. It was revealed in the paper that the sources of the name were from events, occasions, requested names and names derived from the motifs. The paper revealed morphosyntactically that the names of cloth are derived from phrases, sentences, personal names, wise sayings, proverbs and others. The names are mostly misspelled because they are not written by experts of the language. Furthermore, the colour of the cloth also determines the event to which one can wear it. Insinuations, the act of thanksgiving and congratulatory messages are some of the information relayed to the public upon usage. Lastly, the paper shows that in contemporary times, most relatively young people do not have much ideas about names of cloths and how they impact their usage.
... It says what they are like (O'Cass, 2001). Fashion clothing is used as a communication tool helping to reduce the distance between an individual and the society and indicate individual's group membership or position within a particular societal group (Holman, 1980). Hence, Consumer purchasing and wearing fashion apparels can be helpful to define and communicate a self-image and identity in both personal and social context (Elliot and Wattanasuwan, 1998; Saenger et al., 2013). ...
The study aims to investigate the interrelationship among actual-self congruence, ideal-self congruence, emotional brand attachment, brand love, and brand advocacy of fashion brands. The data was collected by questionnaires from 400 samples in Thailand. Then data was analyzed by using Structural Equation Modeling (SEM). The SEM result revealed that actual self and ideal self-congruence has the influence on emotional brand attachment, brand love, and brand advocacy. The results supported five hypotheses of the study, showing 62% explains with emotional brand attachment, 75% explains with brand love, and 78% explains with brand advocacy.
... In contemporaneous societies, clothing, trinkets, and makeup are considered as important and prominent determinants of persons' imprint development e.g., [22][23][24]. A study carried out by [25] outlined first person verdicts as instant rejoinders during first meetings and considered that the noticeable factors of ones' personality plays an important role in impression structure. ...
It has been observed that the smartwatches have emerged quickly on the digital era with the ability to significantly influence daily life and improve users’ wellbeing, decisions, and behaviour. Nonetheless they are in their stages of adoption, smartwatches are marked the most widespread type of wearable technologies. Considering this, present work has been carried out to intensify the scholarly understanding of determinants that affecting consumers’ behaviour of purchasing intention, to reach this objective, an integrated model based on Technology Acceptance Model (TAM) was designed and examined. An online questionnaire was utilized for the collected data (n=106). The empirical analysis based on partial least square method, using SmartPLS software. The findings exposed that visibility, social influence, and perceived ease of use are the proximate factors that drive adoption intention. Further, the analysis reveals that Consumers’ purchasing intention is significantly influenced by intention to use and cost. The extent of these factors is influenced by consumers’ perception of smartwatches as a technology and as a fashion accessory. Present study has also attempted to scholarly discuss the theoretical and managerial implications.
... Crucially, our findings remain watertight even when derived from the naturalistic portraits taken from Fortune 1000 CEO incumbents, taken either as scale-type ratings or in a preferential duel where an informally clothed leader went heads up against one in more formal dress. Clothing is known to shape first impressions (e.g., Holman, 1980), but it has been widely neglected as a practice of impression management in managerial literature (e.g., Bolino, Long, & Turnley, 2016). ...
Sneakers at a product launch, a leather jacket when heads of state meet, sunglasses at a formal reception. While popular media relishes leaders who catch the eye by way of such distinctive fashion, we know little about how this salient daily practice of dress specifically affects perceptions of leaders in their daily business. Addressing this gap, we investigated how dress impacts perceptions and approval of a leader. Firstly, we found formal attire to lead to ascriptions of prototypicality but not charisma (Study 1). Secondly, leaders’ charisma and approval were higher when a person’s clothing style contrasted their organization’s culture (Study 2). Lastly, we replicated the impact of informal clothing on both leader approval and charisma in a sample of CEOs of Fortune 1000 companies (Studies 3 and 4). Findings lend support to the notion that leaders can manipulate their style of attire to actively shape their followers’ impressions of themselves.
... The second product related influence on perceived importance is the product's meaning: the intangible symbolic character attributed to the product class. Such meaning derives from the set of activities and uses that are associated with the product (Kernan and Sommers 1968) or from the product's social symbolism (Belk 1980, Holman 1980. Consumers are likely to attach enduring importance to those products that are highly valued parts of their lifestyles and help to project a positive image for others to view. ...
Product importance and related constructs have been inadequately defined and understood in the consumer behavior literature. This paper reviews and integrates these constructs and presents a framework for the analysis of product importance perceptions. Two forms of the construct are identified, and the antecedents of and responses to product importance are specified. Implications for consumer research and marketing management are discussed.
... Prior TAM research has shown that image (the extent to which an individual expects that using a device will enhance his/her status among others) also drives usage (e.g., Venkatesh and Bala, 2008). Consumer researchers (e.g., Holman, 1980;Tunca and Fueller, 2009;Bierhoff, 1989) have argued that ownership of wearable accessories strongly influences a person's physical appearance (e.g., clothing or jewelry). In a different context, Belk (1978: 39) states that " [i]n virtually all cultures, visible products and services are the bases for inferences about the status, personality and disposition of the owner or consumer of these goods." ...
Facebook, Google and many other established players’' future will encompass a new media format - Virtual Reality (VR) - that require novel devices such as VR glasses. While market forecasts are promising, recent diffusion rates indicate that consumer acceptance is still limited. By incorporating existing and proposing new benefits and risks through the lenses of media, technology, and fashion research, the authors develop and test a comprehensive framework to study consumer reactions to wearable VR glasses. Results of an empirical study indicate various novel and interesting findings. For example, health and privacy risks diminish adoption rates, whereas – contrary to other technologies – psychological or physical risks – do not. Likewise, fashionable designs and wearable comfort – two novel constructs investigated in this research – matter in addition to established utilitarian and hedonic constructs. Finally, this study includes a novel perspective on media technologies in by showing that adoption intention is highest when consumers expect to experience both a strong sense of virtual embodiment (the sensation of being another person) and virtual presence (the sensation of being at another place), while the presence of only one of these conditions might even have a negative effect.
... In the era of hectic and short social interactions, individuals evaluate the appearance of others and make value judgments quickly. Fashion factors affecting physical appearance (e.g., clothing, jewelry, cosmetics) are thus of particular importance (e.g., Holman, 1980;Tunca & Fueller, 2009). Bierhoff (1989) echoes this view and finds that initial personal judgments are predominantly driven more by visible cues (here, ARSGs worn on a user's face) than less visible cues (e.g., carrying a smartphone). ...
... The literature on consumer behaviour provides insights into the phenomenon of consumers expressing some aspects of themselves through products and brands (Holman, 1980;Hassenzahl, 2018). ...
... Preferences, interests, lifestyle, as well as personality traits, are often inferred from the products and services one uses (Arsena, Silvera, & Pandelaere, 2014, Experiment 1;Callison, Karrh, & Zillmann, 2002;Haire, 1950;Holman, 1980;Solomon, 1983;Vrij, 1997; see also Belk, 1978). It is not surprising that consumers tend to select and use brands as a way to reinforce, extend and express the self (Aaker, 1997(Aaker, , 1999Belk, 1988;Kleine, Kleine, & Kernan, 1993;Malhotra, 1988;Sirgy, 1982; see also Govers & Schoormans, 2005). ...
Consumers' strategic use of brands as a way of influencing the impressions others have about them is buttressed by research showing that brand personality traits may carry over and affect perceptions about their users or endorsers. However more often than not brand users engage in all sorts of trait-implying behaviors that may sometimes be in conflict with the brand personality. In two studies we explored how perceivers integrate these two sources of information when creating first impressions of brand users. Results indicated that when traits associated with brands and the users' trait-implying behaviors were in conflict, brand trait transferences were inhibited, whereas traits inferred from the behaviors were enhanced. These findings concerning brand trait transference inhibition and trait inference enhancement may provide new insights on how brand personality influences perceptions about their users, with distinctive consequences for marketing strategy.
... The literature on consumer behaviour provides insights into the phenomenon of consumers expressing some aspects of themselves through products and brands (Holman, 1980;Hassenzahl, 2018). ...
The current study aims to contribute to the literature on brand engagement in self-concept (BESC). Supported by self-determination theory, a comprehensive model that explains the psychological drivers and consequences of BESC is tested.
Based on a sample of 600 international highly engaged cosplayers, the results contribute to the literature on BESC by showing that extrinsic personal aspirations positively influence individuals’ propensity to include brands in their definition of themselves. The findings show that higher levels of extrinsic personal aspirations lead to higher BESC manifestations that in turn lead to greater brand loyalty and brand advocacy. Furthermore, the findings indicate that personal aspirations have an indirect effect on brand loyalty and brand advocacy through BESC. The managerial implications for fashion brands are discussed.
... The use of photographs of people as prompts is increasingly common in consumer research (Sobh et al., 2008;Holman, 1980). Use of these can be a problem on two levels: one, as mentioned above, if there is any requirement of either projection or attribution; the other is the use of photos of people or animals. ...
Purpose
The purpose of this paper is to improve the quality and efficacy of data collected from Muslim respondents, particularly women, through an examination of Islamic teachings and illustrated using a “conservative” paradigm of practice. The paper is designed to be helpful to researchers in designing both their projects and their data collection methods.
Design/methodology/approach
The paper is conceptual, in that it provides an overview of some important, often overlooked or misunderstood areas on which studies have been based and gives frameworks and also ethical pointers to researchers.
Findings
Framed to explain approaches to “conservative” Muslim women in societies across the globe, what is presented herein allows insight into all varieties of Muslim practice. This is achieved by explaining the possible objections to different methodologies and techniques of research for Muslim women at the “conservative” end of the practicing spectrum – this allowing a highlighting of ideas and ideals applicable across the spectrum.
Practical implications
Useful for academic researchers and also commercial researchers, potentially saving both time and money by pointing out possible errors in research design while also ensuring good ethical practice. The paper is offered to assist researchers in eliciting full and frank responses from Muslim respondents based on informed and thoughtful research design and data collection and providing possibly contextualisation(s) of what is said to enhance data analysis and interpretation.
Originality/value
Believed to be the first paper of its kind in English, this conceptual paper provides insight for researchers aiming to get the most useful and ethically sound outcomes for those interviewed, as well as those interviewing.
... Especially in today's societies characterized by brief social contacts, fashion aspects, including clothes, trinkets and makeup, are important aspects in individuals' impression formation (e.g., Douty, 1963;Holman, 1980;Judd, Bull, & Gahagan, 1975;Tunca & Fueller, 2009). Bierhoff's (1989) research further outlines first person judgments as immediate responses during first encounters and assumes visible components of one appearance to be a stronger influence on impression formation than less-visible cues. ...
... Especially in today's societies characterized by brief social contacts, fashion aspects, including clothes, trinkets and makeup, are important aspects in individuals' impression formation (e.g., Douty, 1963;Holman, 1980;Judd, Bull, & Gahagan, 1975;Tunca & Fueller, 2009). Bierhoff's (1989) research further outlines first person judgments as immediate responses during first encounters and assumes visible components of one appearance to be a stronger influence on impression formation than less-visible cues. ...
Although still in the early stages of diffusion, smartwatches represent the most popular type of wearable devices. Yet, little is known why some people are more likely to adopt smartwatches than others. To deepen the understanding of underlying factors prompting adoption behavior, the authors develop a theoretical model grounded in technology acceptance and social psychology literature. Empirical results reveal perceived usefulness and visibility as important factors that drive intention, suggestion that smartwatches represent a type of 'fashnology' (i.e., fashion and technology). The magnitude of these antecedents is influenced by an individual's perception of viewing smartwatches as a technology and/or as a fashion accessory. Theoretical and managerial implications are discussed.
... Therefore, product attributes should match the cultural values of consumers (Burgess & Drake-Bridges, 2010). Clothing is an essential product for all consumers (Holman, 1980;Mittal & Royne, 2010), characterized by its high visibility to others (Heckler et al., 1989), and reflected an individual's personality and social identity (Chattalas & Harper, 2007). The family members are more likely to influence privately consumed goods while the influence of other reference groups is stronger for publicly and luxury consumed goods (Bearden & Etzel, 1982). ...
Research in consumer socialization behavior has overlooked mother-daughter intergenerational influence within the context of Arab culture. Based on 57 mothers/daughters dyads responses, this study aims to identify the simi-larity/dissimilarity attitudes between Jordanian mothers and their young daughters (age: 18-24) towards market-place activities and marketing practices concerning clothing product. It also tends to measure the relative influ-ences of mothers’ beliefs in marketplace activities and marketing practices on their daughters. The principal com-ponent factor analysis and confirmatory factor analysis were used to validate the research model. Paired sample t-test and multiple regression analysis using Structural Equation Modeling were employed to examine the research hypotheses. Results revealed that the best predictors of the general attitudes of daughters towards marketplace ac-tivities and marketing practices were respectively accounted for mothers’ attitude towards purchasing clothing items on sale, clothing stores preferences, and TV advertising values. Some of the managerial implications, limita-tions, and suggestions for future research were also discussed.
Key Words: Jordan, young consumers, intergenerational influence, marketing practices, consumer socialization behavior, collectivist culture, structural equation modeling
... Further, research has shown that in a society where brief social contacts are numerous, clothing has become an important aspect in impression formation (cf. Douty, 1963;Holman, 1980;Judd et al., 1975;Lennon, 1986;Rosencranz, 1962). These studies further indicate that clothes worn are a major element in appearance, and therefore play a significant role in impression formation and in accrediting socioeconomic class. ...
This study extends existing theories on impression formation taking the fact of product piracy into consideration. The conducted qualitative study on Rolex watches confirms the suggested process of impression formation and brand appraisal consisting of four components. Our findings contribute to the theory of impression formation and lead to a better understanding of how people wearing fake products are perceived. The results of this study also have major practical implications, suggesting that under certain circumstances product piracy may entail an overall positive brand reputation which in part contradicts the predominant negative view of brand piracy.
... Fashion represents one of the most complicated concepts related to human social behavior. Consumers buy fashionable products more for what they mean than for their literal utility (Hirschman and Holbrook, 1982a, b) and use fashion to send visual identify cues to others (Holman, 1980;O'Cass and McEwen, 2004;Solomon, 1983). Moreover, consumers use fashion products to improve their personal image and to present a form of recognition in a social environment (Miller et al., 1993). ...
Emergence of a global techno-economic system is challenging academia and the fashion industry. Consumers, the retail industry and business strategies are strategically contributing to the changing fashion paradigm, which is shifting from the Total (TCE), to Global (GCE) and to Smart Consumer Experience (SCE) concepts. The consumer experience is a pervasive value orientation that is transforming how consumers think, gain information, and make decisions about consumption activities to maximize their total experience value. Moreover, the experiences, products and services that consumers seek are being defined with a global and smart perspective that is made possible by boundary-free access to information and sourcing of products and services. Specifically, the smart consumer experience advocates consumer participation by leveraging the power of communities and networks and enabling consumers to influence retail businesses and co-create future marketspace values. This phenomenon has implications for fashion consumers and fashion retail industry business strategies since fashion is an emulated behavior.
... The assumption about personality is also applicable for communication. Accordingly, people communicate with others via goods and services (Veblen, 2007: Holman 1980: Kleine ve Kernan, 1988: Holbrook ve Hirschman, 1982: McCracken, 1990: Solomon, 1983. People develop consuming behaviours, which are suitable with their personalities and also they can communicate with other people with these consuming behaviours. ...
According to Horney who is a representative of socio-psychological theory, there are three types of personalities: Compliant, aggressive and detached. Behavior of individuals may change according to these personality types. On the other hand, reference behavior is defined as word of mouth communication and it provides an important knowledge sharing. Word of mouth communication is an effective communication type, which is used for affecting purchasing behavior of consumers and providing brand loyalty.
In this study, it was examined whether the relationship between personality types and word of mouth tendency exists. Data obtained from university students was analyzed by the structural equation modeling. According to research findings, there is a positive relationship between compliant personality type and word of mouth communication. Beside that there is no relationship between word of mouth communication and aggressive and detached personality types.
... Holbrook 1980, Holbrook andHirschman 1982), communicative properties of products (e.g. Holman 1980, 1981, Kehret-Ward 1987, meaning transfer and consumption rituals (e.g. McCracken 1986, Rook 1985, product constellations (e.g. ...
The relationship between music, the self/identity, and consumption is significant and widely acknowledged, yet it remains under-researched. To further our understanding of the symbolic consumption of music, this study evaluates the usefulness of Larsen, Lawson, and Todd's (2009) conceptual framework of the consumption of music as self-representation, and presents a revised framework. Twenty-two individuals provided data, including in-depth interviews and participant diaries. The resulting framework details the cognitive and communicative processes involved in the symbolic consumption of music. It is based on an evaluation of the level and acceptability of congruency between the image of the music and the self-concept, both of which are socially situated. Identity is expressed through a variety of consumption rituals, which allow the individual to ‘own’ or ‘possess’ the associated meanings. The framework demonstrates that music is a rich and important site of symbolic consumption, and could also be used in contexts other than music to describe symbolic consumption.
... The second product related influence on perceived importance is the product's meaning: the intangible symbolic character attributed to the product class. Such meaning derives from the set of activities and uses that are associated with the product (Kernan and Sommers 1968) or from the product's social symbolism (Belk 1980, Holman 1980. Consumers are likely to attach enduring importance to those products that are highly valued parts of their lifestyles and help to project a positive image for others to view. ...
Product importance and related constructs have been inadequately defined and understood in the consumer behavior literature. This paper reviews and integrates these constructs and presents a framework for the analysis of product importance perceptions. Two forms of the construct are iden-tified, and the antecedents of and responses to product importance are specified. Implications for consumer research and marketing management are discussed.
... Social and cultural functions comprise the intention of the wearer to provide the social environment with information about e.g. his or her individual, sexual, cultural or religious characteristics and social status [7,13]. Coming along with an increased technological progress (e.g. ...
In this position paper, important issues to consider for the development of smart garments are addressed. A special emphasis is placed on usability and its evaluation in a user-centered design approach. Different factors influencing the outcomes of usability tests are discussed. The effect of design aesthetics as a very important influencing factor in usability tests is addressed in detail and its potential influence on the outcomes of usability evaluations of smart garments is discussed. The paper concludes with recommendations for the development of usable and enjoyable smart garments.
This open access volume discusses the core values and decision-making for sustainable business in general, and includes research findings and country cases on addressing challenges. It emphasizes the importance of adapting products or services to local needs, considering cultural differences and sustainability. Some of the chapters address questions related to improving sustainability in micro, small and medium-sized enterprises (MSMEs), and cover circular economy and responsible consumption. Others look at the normative framework conditions for business development; sustainability in supply chains; the involvement of stakeholders and their influence on market presence; entrepreneurial decision-making for sustainability; and approaches to teaching international and sustainability-oriented entrepreneurship. The volume sheds light on the pivotal role MSMEs play in shaping a sustainable future and is written for researchers, practitioners, and students working on related topics.
Fashion psychology is commonly defined as the study of the impact of clothing choices on the way in which we perceive and judge each other. However, the term fashion psychology is a bit misleading, as the field actually looks well beyond clothing’s impact on the individual. And its focus transcends clothing to also consider the impact of many other products that express self- identity and are influenced by the same forces that drive change in the apparel industry, Many psychological factors help explain what motivates us to be fashionable. These include conformity, desires for variety seeking, the need to express personal creativity, and sexual attraction. For example, many consumers seem to have a need for uniqueness: They want to be different (though not necessarily too different!). As a result, people may conform to the basic outlines of a fashion, but still improvise to make a personal statement within these general guidelines. Psychology and fashion are two fields that, on the surface, may seem unrelated, but they have a deep connection. Psychology is the study of the mind and behaviour, while fashion is the study of clothing and accessories. However, fashion is also a reflection of societal values, cultural influences, and personal expression. It is a visual representation of how individuals want to be perceived and how they want to present themselves to the world. Therefore, fashion can be used as a tool to understand various psychological concepts such as identity, self-esteem, and social status. Understanding the relationship between psychology and fashion can provide insights into how individuals use clothing and accessories to communicate their thoughts, feelings, and personality to others, and how fashion trends are shaped by psychological factors.
“Tendencias en la Investigación Universitaria. Una visión desde Latinoamérica”, de la Colección Unión Global adscrita al Fondo Editorial Universitario Servando Garcés de la Universidad Politécnica Territorial de Falcón Alonso Gamero (UPTAG), es una publicación internacional, seriada, continua, arbitrada de acceso abierto a todas las áreas del conocimiento; muestra la producción intelectual y científica de investigadores de varios países del mundo, cuyo esfuerzo está orientado a contribuir con las nuevas perspectivas en el quehacer científico, tecnológico y humanístico que consolida la construcción y transformación del conocimiento a partir de la práctica investigativa desarrollada en los diferentes escenarios de la sociedad.
Susceptibility to interpersonal infl uence is the tendency of an individual to be influenced by other people in their decision-making. Prior research suggests that susceptibility to interpersonal influence aff ects various numbers of consumer behaviours. This paper aims to investigate the effects of susceptibility to interpersonal influence on clothing benefits sought, which are: uniqueness, conformity, self-congruity, social status and modesty. Data for the present study was collected through web-based and drop off questionnaires. 222 completed questionnaires were received and analysed using the Structural Equation Modelling (SEM). Results of this study show that susceptibility to interpersonal influence is positively related to uniqueness, conformity, self-congruity and social status. Limitations and directions for future research are discussed towards the end of this paper. Keywords: Susceptibility to interpersonal influence, clothing, clothing benefits sought.
The focus of the study is to examine the improvement in productivity on the utilization of intermediate input in resources and non resources-based industries of the Malaysian manufacturing sector. Since improvement in productivity can determine how well an input performed, our main interest rests on whether there exists any discrepancy between the performance of domestic and imported intermediate input. To undertake such an analysis, we employed various publications of the Malaysian Input-Output Tables. The input-output coefficients of domestic and imported inputs were then simulated by using the commodity technology model. It was anticipated that three main findings could be obtained from this study. Firstly, non resourcesbased industries have shown that both inputs have a higher improvement in productivity compared to resources-based industries. Secondly, this study revealed that resource-based industries have improved productivity relatively in the imported input used compared to domestic input. Thirdly, the number of industries that were efficient in utilizing imported input was higher, both, in resource and non resource-based industries. Results from this study show that imported intermediate input are still important in the production of manufactured products, even though many incentives have been given in order to increase the effi ciency of the domestic input used. Keywords: Productivity improvements, input utilization, resource and non resource-based industries.
Dieses Kapitel stellt die Aktionsfelder des zu gestaltenen Ausdruckssystems für die Store Brand systematisch dar. Es findet eine Neufassung des POP-Begriffs statt, der Begriff POP-Kommunikation wird behandelt und zugehörige Zielfelder werden eingeführt. Insb. die Anwendung im Laden, im Onlineshop, im Verkauf und im Katalog werden unfangreich erläutert.
Seit geraumer Zeit erfährt die Etablierung und Führung von Produkten und Dienstleistungen in gehobenen Marktsegmenten ein steigendes Interesse in Wissenschaft und Praxis. Eine besondere Herausforderung liegt dabei im Bereich der Markenpolitik, da die Marke als Kristallisationspunkt die einzigartigen Nutzenversprechen verkörpert, die mit Luxus- und Premiumgütern verbunden werden (Braun 1997; Kapferer 2001). Als Auslöser der gestiegenen Attraktivität von Luxusmarken lassen sich dabei verschiedene Entwicklungen ausmachen (Lasslop 2002).
Die Kultur und die soziale Umgehung prägen Werte, Normen und Verhaltensweisen der Individuen. Kulturelle und soziale Faktoren üben einen starken Einfluss auf das Konsumentenverhalten aus, auch wenn dem Individuum der Einfluss häufig nicht bewusst wird.
‘An organization has two important key factors: its brand and its employees. Both are not imitable and basically unique’. This quote by one of the interviewees in our study described in this paper (the CEO of a well-known international organization) clearly statesF the importance of organizational focus being on employees in order to succeed in a complex and fast moving environment. In recent years employer branding has significantly grown in relevance. Especially practitioners research on the topic of employer branding has received increasing attention (e.g., Andreassen and Lanseng, 2010; Edwards, 2010). Next to an expanding number of practitioners literature, different studies in the field of employer branding have been conducted, like for example the Q12 Workplace Survey (Gallup). The major task of the employer brand is to attract and retain superior employees (Berthon et al., 2005). With regard to the frequently cited ‘war for talent’ (e.g., Ewing et al., 2002; Lievens and Highhouse, 2003; Moroko and Uncles, 2008) a strong employer brand is seen essential to become an ‘employer of choice’ to attract prospective and retain existing employees (Martin et al., 2005). Especially inexperienced job seekers may rely upon the employer’s brand image as making a comparison based on job and company attributes can be difficult for them and furthermore they are not familiar with all workplace attributes (Agrawal and Swaroop, 2007). Indeed not only inexperienced job seekers have to manage with incomplete information. In fact, all employees have to accept a certain amount of missing information due to the fact that the complete assessment of an employer is not possible prior to employment with the organization (Moroko and Uncles, 2008). A strong employer brand can help to attract prospective and retain existing employees. However, even though the benefits and the importance of branding and brand building in the labor market have been discussed and acknowledged by many authors (e.g., Agrawal and Swaroop, 2007; Andreassen and Lanseng, 2010; Collins and Stevens, 2002), little is known regarding the factors that drive employer branding activities in organizations. Hence this paper focuses on the following research question to extend the research area of employer branding and to identify insights which have not yet been empirically examined.
‘Grooming’ is a multi-billion dollar industry. Numerous brands participate in grooming market.
Grooming is transformative. These products derive their significance from their psycho-socio-cultural
roles. Grooming was found to be a three dimensional phenomena both for men and women. In case of
men these dimensions were physical, psychological, and behavioral. And for women group, the other
two dimensions remained same but behavioral dimension was replaced by beauty. It is these dimensions
which give rise to consumption constellation and demarcate what product categories are relevant in
the perusal of goal of grooming. Well groomed people are rare and uncommon. It is this rarity which
renders a groomed state as aspirational and desirable. Being well groomed is advantageous for two
reasons: it eases negotiation of social turf and psychologically it transforms identity into confident and
energetic self. It is through these psycho-social processes, being well groomed gives an advantage over
others in securing success.
Research on fashion innovativeness has consistently found both male and female fashion innovators to be younger than other clothing buyers. Although this is a potentially useful descriptive finding, further research should be devoted to greater understanding of the relationship between age and fashion innovativeness. An opportunity is afforded by the concept of psychological age or how consumers feel and look, their interests, and what they do. Data from a sample of 607 randomly selected middle-class adults from five states confirmed the weak negative correlation between chronological age and fashion innovativeness (r= −.23) and showed in addition that even when the effect of chronological age was statistically controlled, fashion innovators reported younger psychological age than others, that is, they said that they felt, looked, behaved, and had younger interests than non-innovators.
This paper argues that verbal descriptions of time limit our ability to measure and understand individuals’ perceptions of it. Using ideas from the emerging area of semiotics, an alternative methodology is proposed operationalizing the time construct through a non-linguistic method: drawings of time. This approach was tested using student samples at two universities. The results indicate preliminary support for this method, and are used to develop implications for managerial strategy and for further research.
Purpose
– A number of postmodern consumer scholars have their attention on the consumption behaviour of neo-tribes. Changing gender roles and households’ consumption practices have also shaped new sets of cultural manifestations for the clothing consumption milieu. The purpose of this paper is to explore the clothing consumption culture of a neo-tribe, gay professionals within the subculture of gay consumers.
Design/methodology/approach
– An extended conceptual framework built upon Ajzen and Fishbein’s (1980) theory of “reasoned action” served as the conceptual guideline for this study. Specifically, the attitude-behaviour framework is proposed and employed to better understand the clothing consumption behaviour of a neo-tribe consisting of gay professionals. Personal in-depth interviews were conducted in a metropolitan city as well as two small towns in Canada.
Findings
– Stereotypical as well as non-stereotypical understandings are offered. The findings from this study portrayed the gay professions of this neo-tribe as rational and practical. Personal psychological factors, social factors and marketplace factors relevant to a neo-tribe of gay professionals are documented and deeper insights are presented.
Research limitations/implications
– Findings challenge the existing understanding of fashion manifestation for this consumers group. However, this study may be of limited scope. Future studies should further examine the clothing consumption cultural manifestations of other neo-tribes within the gay community.
Practical implications
– The interviewees consistently demonstrated their positive attitudes towards quality, stylish and conservative clothing. For marketers it is crucial to perceive the gay community as a non-homogeneous market segment. There is a need to understand different consumption practices within this community and to tailor marketing mix elements accordingly.
Originality/value
– This study has extended the understanding of the neo-tribes of gay consumers. In addition, this study offers the clothing consumption reality of a neo-tribe encompassing gay professionals. This study illuminates their rational and practical clothing consumption cultural manifestations and clothing consumption behaviour. These insights further enrich the general understandings that exist in the area of consumer research.
Purpose
– The purpose of this paper is to study the child–brand relationship dynamic in interaction with the relationships children develop with their family, peers and teacher.
Design/methodology/approach
– In all, six classes in French primary schools are observed for six months. Among the 112 children observed, aged 10-11 years, 24 of them are interviewed twice individually and 24 others are interviewed in focus groups.
Findings
– A lack of coherence between parents, peers and the teacher, as well as with the child’s own desires, affects the child–brand relationship and reduces the child’s self-esteem. Based on this, this study proposes a four-case typology of child–brand relationship dynamics with two criteria: the child’s attitude toward the brand relationship (favorable and unfavorable) and the consistency of attitudes in his/her socialization spheres (peers, parents and teacher) relative to this relationship. Then, the most frequent trajectories children follow across these brand relationship cases are identified.
Research limitations/implications
– This study applies to branded clothes.
Practical implications
– From a marketer’s perspective, this study reveals that there are different qualities in child–brand relationships. The strongest one appears when the child feels free from outside pressure and when peers, parents and the teacher create a virtuous circle for brands (or at least do not contradict the child’s desires for brands).
Social implications
– For public policymakers, it can be useful to be aware that when peers, parents and teachers’ opinions about brands differ, this affects the child’s self-esteem.
Originality/value
– The study offers a dynamic approach to child–brand relationships.
Der Vermarktung von Produkten und Dienstleistungen, die in gehobenen Marktsegmenten angesiedelt sind, kommt seit geraumer Zeit ein steigendes Interesse zu. Eine besondere Herausforderung liegt dabei im Bereich der Markenpolitik, da die Marke als Kristallisationspunkt die einzigartigen Nutzenversprechen verkörpert, die mit Luxus- und Premiumgütern verbunden werden. Diese Einschätzung spiegelt sich in einer zunehmenden Anzahl wissenschaftlicher Beiträge wider, in denen Aspekte der Führung von Luxus- und Premiummarken intensiv diskutiert werden (vgl. zum Beispiel Kapferer 2001; Diez 2001, Haas 2000; Braun 1997; Nueno/Quelch 1998; Vishwanath/Mark 1997).
The field investigation reported in this article addresses whether the gender of the shopper has an effect on the service response received in retail establishments, as evidenced by both the speed and the type of service rendered by the salesperson. The shopper's mode of dress, the gender of the salesperson, and the type of store are also considered as contributory factors. Results of the study reveal that shopper gender, mode of dress, and store type are related to service response indicants. However, the relationships are more complex than were expected based on prior research and theorizing. Customer–salesperson gender congruence was not found to influence service response. Implications of the study for retail management are discussed and research directions provided.
Aims The aims of this chapter are: ■ to explore the culture of celebrity within the female children's market; ■ to investigate the means by which celebrities can effectively be used to target consumers; ■ to outline the particular challenges and pitfalls which marketers may encounter when using celebrity endorsement as a marketing tool within this market; ■ to inform the reader about the tools open to practitioners functioning within the children's market. 7.1 Introduction This chapter focuses on a segment of consumers who in the recent years have come to the forefront of marketers' attention, young consumers between the ages of 8–13 years. Marketers identify these consumers as 'tweens', a term that reflects the similarities of their behaviour to another important yet slightly older segment, the teenagers. In recent years commentators, the media, marketers and parents have suggested that children are becom-ing skilful consumers at a younger age, which if harnessed effectively provides an enor-mous potential opportunity for marketing. In the wake of Marks and Spencer's recent decision to sign up David Beckham as the inspiration behind their boys' wear collection, this chapter seeks to provide an insight into the world of the young consumer and celebrity. More specifically we seek to explore one aspect of this market potential, the fascination of girls of this age with the culture of celebrity and the possible influences of celebrities on their clothing and fashion choices. Findings from a small study which looked at this subject, will be provided against a backdrop of relevant literature in this area.
While the settings (e.g., furniture, props, clothing) employed in television commercials and other media are carefully selected by production personnel to convey desired imagery, little is known about the process whereby the surroundings so depicted are chosen over many other stylistic possibilities. The study investigates the degree to which the process of collective selection, where cultural specialists adhere to implicit cultural formulae in making stylistic decisions, is operative when settings to be used in television commercials are created. In a simulated preproduction task, 25 professional property masters were asked to choose from among an assortment of three types of props to dress the set for four different commercial scenarios, each of which varied the gender and implied social class of the actor who would appear. Extremely high convergence among participants was obtained for prop choices, and these selections systematically varied as the actor's demographic background was alternated. This consensus highlights the need for further research on stylistic context in advertising — the physical and sensory cues that “place” a product in some real or imaginary setting.
Research on personal space, physical attractiveness, and office design is used to develop a model of personal selling atmospherics. Based on Kotler's (1973–74) suggested use of atmospherics as a marketing tool, this model proposes that the environmental factors surrounding seller-customer interactions in the personal selling context affect customer reactions to sales personnel and their subsequent purchase probability. A set of research propositions that emanate from the model are offered and discussed along with the research and practical implications of personal selling atmospherics.
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