Reference Person Influence on Career Women's Dress

Nancy J. Rabolt · Mary Frances Drake

31 citations0/0 files storedClothing and Textiles Research Journal

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Consumer Perception and Purchasing Behavior Fashion and Cultural Textiles Consumer Retail Behavior Studies

Abstract

The purpose of this study was to investigate the mediating effect of situational and personality characteristics on the acceptance of normative and informational influence by career women from reference persons on their career dress. Questionnaires were returned by 588 career women. Factor analysis reduced the dependent variable data to four influence factors. Regression analyses were performed on eight situational and personality characteristics as the independent variables with each of the four influence factors. Demographic variables also were investigated.' Findings indicated career women accepted more influence when they felt clothing was important, were anxious in their careers, felt there was an expected dress code in their workplace, had worked a short time in their career, were less confident in dressing professionally, and were high self-monitors. Also, they were younger, had no children, had higher incomes, and spent more on their wardrobes than those who accepted less influence on their career dress.

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References

1954A Theory of Social Comparison Processes 1982Mail and Telephone Surveys: The Total Design Method.1979Mail and Telephone Surveys: The Total Design Method.1955A study of normative and informational social influences upon individual judgment.1974Self-monitoring of expressive behavior.1957Techniques of attitude scale construction.1975Situational Variables and Consumer Behavior 1975Informational and Normative Social Influence in Buyer Behavior

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