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Race, sex, and fashion innovativeness: A replication

35 citations0/0 files storedPsychology and Marketing

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Consumer Perception and Purchasing Behavior Fashion and Cultural Textiles Consumer Behavior in Brand Consumption and Identification

Abstract

Abstract This article reports a study of differences in self‐reported fashion innovativeness, fashion opinion leadership, and spending for new fashions between middle‐class blacks and whites of both sexes. The data was obtained by a mail survey from a random sample of 568 consumers from five states. Analysis of covariance with the effects of age and income controlled indicated (1) a strong main effect for sex, with women reporting greater fashion innovativeness, opinion leadership, and spending than men; (2) a weak main effect for race, with blacks reporting greater innovativeness, opinion leadership, and spending than whites. The difference between the sexes was larger than the difference between races, and no interaction effects were observed.

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References

2025Advances in Consumer Research 1979Mail and Telephone Surveys 1975Mail Surveys and Response Rates: A Literature Review 1981American Jewish Ethnicity: Its Relationship to Some Selected Aspects of Consumer Behavior 1990Marketing research in a marketing environment 1988Marketing Research in a Marketing Environment 1978An Examination of Innovative Communicators, Opinion Leaders and Innovators For Men's Fashion Apparel 1968Do the Poor Pay More?

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