Article1993

Social values and female fashion leadership: A cross‐cultural study

Ronald Earl Goldsmith · Jon B. Freiden · Jacqueline C. Kilsheimer

146 citations0/0 files storedPsychology and Marketing

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Cultural Differences and Values Consumer Behavior in Brand Consumption and Identification Consumer Perception and Purchasing Behavior

Abstract

Abstract As international marketing activities grow in importance, researchers are paying increased attention to cultural differences in market segments. The present study examined the relative importance placed on social values by women fashion leaders compared with nonleaders in two samples, one from the U.S. and one from the United Kingdom. A self‐report scale of fashion leadership was carefully validated for both samples and used to identify fashion leaders. As hypothesized, these consumers reported the value of excitement to be more important than nonleaders. This finding suggests that, at least where value appeals are used in fashion advertising, similar appeals stressing the excitement of new fashions may be suitable in both countries. © 1993 John Wiley & Sons, Inc.

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References

1997Motivation and Personality 2025Advances in Consumer Research 1973The nature of human values 1993Motivation and personality 1983THE GLOBALIZATION OF MARKETS 1986Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods 1982A Means-End Chain Model Based on Consumer Categorization Processes 1982A Means-End Chain Model Based on Consumer Categorization Processes

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