Article2006

Some psychological motivations for fashion opinion leadership and fashion opinion seeking

Laurent Bertrandias · Ronald Earl Goldsmith

190 citations0/0 files storedJournal of Fashion Marketing and Management

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Consumer Perception and Purchasing Behavior Digital Marketing and Social Media Consumer Behavior in Brand Consumption and Identification

Abstract

Purpose To model the relationships between consumer need for uniqueness and attention to social comparison information with fashion opinion leadership and fashion opinion seeking. Design/methodology/approach A total of 201 US undergraduate students were surveyed and standard scales were used to measure consumer need for uniqueness, attention to social comparison information, fashion opinion leadership, and fashion opinion seeking. Findings Both consumer need for uniqueness and attention to social comparison information were positively related to fashion opinion leadership. Attention to social comparison information was also positively related to fashion opinion seeking, but consumer need for uniqueness was negatively related to fashion opinion seeking. Research limitations/implications The findings are limited to US consumers and the convenience sample. Other limitations include the specific measures used, and the cross‐sectional survey method prevents one from making causal statements. The effects of other, unmeasured variables could not be assessed. Practical implications Apparel marketers seeking to encourage opinion leaders to promote their lines of new clothing might devise appeals emphasizing the social significance of the new products and how they bestow uniqueness on their owners. Such appeals might be more effective than those not stressing these psychological motivations. Appeals to consumers more likely to seek than to give opinions might also stress the social significance of the clothing, but appeals to uniqueness might not be effective with these consumers. Perhaps a belongingness appeal would be more effective. Originality/value These psychological concepts have not been studied very much in the clothing/fashion product domain. They give new insights into the psychology of clothing opinion leaders and opinion seekers.

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References

1954A Theory of Social Comparison Processes 1979Review of Psychometric theory (2nd ed.).1974Self-monitoring of expressive behavior.1994A Meta-Analysis of Cronbach's Coefficient Alpha 1987Social Ties and Word-of-Mouth Referral Behavior 1989Measurement of Consumer Susceptibility to Interpersonal Influence 1982Reference Group Influence on Product and Brand Purchase Decisions 1956Personal Influence: The Part Played by People in the Flow of Mass Communications

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