Jane E. Workman

Use of the Need for Uniqueness Scale to Characterize Fashion Consumer Groups

The purpose of this study was to identify differences between fashion opinion leaders, fashion innovators, innovative communicators, and fashion followers in their need for uniqueness. It was predicted that fashion change agents (i.e., fashion opinion leaders, fashion innovators, and innovative communicators) would have a greater need for uniqueness than fashion followers. Participants in this study were 264 students enrolled in a U.S. university located in the Midwest (males = 110, females =154) who represented a variety of majors. Hirschman and Adcocks (1978) Measure of Innovativeness and Opinion Leadership was used to identify the four fashion consumer groups. Need for uniqueness was measured by Fromkin and Lipshitzs (1976) Need for Uniqueness Scale. Data were analyzed using descriptive statistics and analysis of variance. There was a significant difference in scores on the Need for Uniqueness Scale between fashion followers and fashion change agents (fashion opinion leaders, fashion innovators, innovative communicators, who did not differfrom one another). Results suggest that fashion change agents have a greater need for uniqueness than fashion followers. Implications for uniqueness theory and consumer behavior relative to fashion are included.

Fashion Opinion Leadership, Fashion Innovativeness, and Need for Variety

The purpose of this study was to identify the relationship between need for variety and four consumer groups: fashion opinion leaders, fashion innovators, innovative communicators, and fashion followers. We predicted that fashion opinion leaders, fashion innovators, and innovative communicators would have a greater need for variety than would fashion followers. Subjects were 425 undergraduate students. Hirschman and Adcocks Measurement of Innovativeness and Opinion Leadership was used to identify the four consumer groups. Need for variety was measured by the Sensation Seeking Scale. Data were analyzed using analysis of variance and the Student-Newman-Keuls test. Results indicated that there was a significant difference between fashion innovators and fashion followers on need for variety as measured by the experience seeking component of the Sensation Seeking Scale. There were no significant differences between fashion opinion leaders or innovative communicators and fashion followers on the Sensation Seeking Scale. Results suggest that part of the psychological makeup of fashion innovators is a greater need for variety in the form of mental stimulation than fashion followers possess.

Fashion Consumer Groups, Gender, and Need for Touch

Within the context of consumer motivation theory, the purpose of this research was to investigate how fashion consumer groups and gender are related to need for touch. Differences between individuals high and low in need for touch are consistent with differences between fashion change agents and fashion followers. Participants (101 females; 70 males) from 54 different majors completed demographic information, the Need For Touch (NFT) scale, and the Measure of Fashion Innovativeness and Opinion Leadership. Fashion change agents and females had a greater NFT—total, autotelic and instrumental—than fashion followers and males. Fashion change agents and females scored equally high on autotelic and instrumental dimensions of NFT but fashion followers and males scored higher on the instrumental than the autotelic dimension. Using a diverse sample that included male and female college students from a variety of majors countered limitations of earlier research and provided new insights into the role of need for touch in consumer behavior.

Body Measurement Specifications for Fit Models as a Factor in Clothing Size Variation

Almost every apparel company employs a different fit model and develops its own size charts. As a result, there are widespread differences in sizing and fit of garments from various apparel manufacturers. It has been recommended that size charts need to be checked and revised every 10 years to reflect changes in characteristics of the U.S. population. The purpose of this research was to investigate one factor in sizing variation—body measurement specifications for fit models. Specifically, the focus was to determine current standards for size 8 and 10 fit models, to compare body measurement specifications for size 8 with size 10, and to compare current standards with those of 10 years ago to see if specifications have been revised Data for the study were collected from 1976 and 1986 trade journal advertisements for size 8 and 10 fit models. Data were analyzed using a t-test. Results showed a 1986 size 10 had significantly larger hip measurement specifications than a 1986 size 8. A comparison of 1986 and 1976 specifications revealed only one difference—hip measurement specifications for the 1986 size 10 were significantly larger than for the 1976size 10. A comparison of the range of measurement specifications between 1976 and 1986 revealed that a wider range existed in 1986 for both sizes 8 and 10 than existed in 1976.

Measurement Specifications for Manufacturers' Prototype Bodies

The objective of this study was to examine information on body measurement specifications for one prototype body used by womens apparel manufacturers-fit models. Specifically, information was examined to determine if fit model measurement specifications had changed since 1986. Measurement specifications need to be revised regularly to accommodate changes in the populations anthropometry. Advertisements for sizes 8 and 10fit models were collected from 1986 and 1997 trade publications in the apparel industry. The 1997 size 8 specifications for bust, waist and hips were larger than the 1986 size 8. In 1997, size 8 and size 10 fit model specifications did not statistically differ. The bust and waist of the 1997 size 8 were significantly larger than the 1986 size 10. The dearth of advertisements for size 10 fit models in 1997 and the fact that many advertisements either gave measurement specifications with no size designation or required a size 8 but gave no measurement specifications suggest that size 8 is the current sample size designation. While fit model measurement specifications have changed, the change appears to have been accomplished by designating as a size 8 what was previously a size 10. Technological advances have begun to revolutionize how apparel is produced. However, technology will not displace one aspect of conventional mass production-the customers perception of fit—thus the continued need for use of a live prototype body, whether a professional fit model or a customer.

The Role of Cosmetics in Impression Formation

The purpose of this research was to investigate the effect of cosmetics use on impression formation. The study was a single factor experiment with three levels of cosmetics (heavy, moderate, none). Eighty-five undergraduate females viewed one of three colored photographs of a professional model wearing either heavy, moderate, or no cosmetics and indicated impressions of her attractiveness, femininity, personal temperament, personality, and morality by checking 7-point Likert-type scales. Analysis of variance revealed no significant difference on impressions of personal temperament or personality traits based on cosmetics use. Cosmetics use did significantly affect impressions of attractiveness, femininity, and morality.

Relationships Among Fashion Consumer Groups, Locus of Control, Boredom Proneness, Boredom Coping and Intrinsic Enjoyment

Fashion change agents and fashion followers differ in their need for mental stimulation. Within a context of fashion diffusion theory, this study examined the effects of locus of control and fashion consumer group on three attributes linked to mental stimulation boredom proneness, intrinsic enjoyment, and boredom coping. For this US sample of young women, an internal locus of control orientation was associated with a higher level of fashion innovativeness and opinion leadership. Fashion change agents, with either an internal or external locus of control orientation, and fashion followers with an external locus of control orientation, were similar in their heightened ability to entertain themselves (internal stimulation). Fashion followers with an external locus of control orientation were less able to entertain themselves than the other three groups.

Clothing, Sex of Subject, and Rape Myth Acceptance as Factors Affecting Attributions about an Incident of Acquaintance Rape

The purpose of this study was to investigate effects of victims clothing, sex of subject, and rape myth acceptance on attributions concerning an incident of acquaintance rape. Subjects were male and female university students who read a scenario depicting acquaintance rape, viewed a photograph of one of three female models in a short, moderate, or long skirt, answered ten questions concerning their perceptions of the incident, and completed a Rape Myth Acceptance scale. Main effects were found for sex of subject, for rape myth acceptance, and for victimss clothing. There were 2-way interactions between rape myth acceptance and victims clothing for four questions. Results of this study document existence of a belief in, and potential effects of, rape myths. Since belief in rape myths is likely to interact with clothing cues to affect perceptions of a victim, it is important that a rape victims clothing not be allowed as evidence in a trial.

The role of cosmetics in attributions about sexual harassment

The purpose of this study was to investigate the effect of cosmetics use on attributions concerning the likelihood of provoking sexual harassment and of being sexually harassed. Subjects were 85 female and 76 male undergraduate volunteers. The study was a 3×2 between-subjects design with three levels of cosmetics use (heavy, moderate, no cosmetics) and two levels of sex of subject (male, female). Each subject viewed one of three colored photographs of a model wearing either heavy, moderate, or no cosmetics, and then indicated how likely the model was to provoke sexual harassment and to be sexually harassed. Data were analyzed using analyses of variance and the Newman-Keuls test. When the model wore heavy cosmetics, she was rated as more likely to provoke sexual harassment than when she wore moderate cosmetics. Similarly, when the model wore moderate cosmetics, she was rated as significantly more likely to provoke sexual harassment than when she was not wearing cosmetics. When the model wore either heavy or moderate cosmetics, she was also rated as more likely to be sexually harassed than when she did not wear cosmetics. In addition, male subjects rated the model as more likely to provoke and to be sexually harassed than did female subjects. Results are discussed in terms of sex role spillover.

Effects of Appropriate and Inappropriate Attire on Attributions of Personal Dispositions

To test the hypothesis that an inappropriately dressed interviewee would receive more extreme and more confident trait ratings than an appropriately dressed interviewee, subjects viewed a videotape of a student being interviewed for a summer job. For one interview, the student wore a suit; for the other interview, the same student wore overalls. For half of the subjects, the interview was described as one for an orientation adviser. For the other half, the interview was described as one for a groundskeeper. In a 2 x 2 design (job interview by clothing), there were two appropriate cells (orientation adviser: suit and groundskeeper: overalls) and two inappropriate cells (orientation adviser: overalls and groundskeeper: suit). After viewing the videotape subjects rated the interviewee on 18 personality traits and indicated their confidence in each rating. Subjects did not differentiate between the appropriately and inappropriately dressed interviewee with regard to extremity of trait ratings. However, subjects did find a reason for the inappropriate attire. The inappropriately dressed interviewee for the groundskeeper job (suit) was judged as having less choice in deciding what to wear. The inappropriately dressed interviewee for the orientation adviser job (overalls) was judged as less interested in being hired and with less confidence. When dressed in a suit (regardless of job interview), the interviewee received more positive ratings on several personality traits than when dressed in overalls.