Apparel and Furniture Attribute Importance as a Function of Self‐Monitoring

Abstract

This study investigated the relationship between perceived consumer product‐ attribute importance and individual levels of self‐monitoring. In accord with pre vious research findings, it was predicted that (a) people scoring high on the construct of self‐monitoring would perceive apparel and furniture product at tributes to be of higher importance than people scoring low on the construct of self‐monitoring, if the attributes addressed appearance or style characteristics. It was also predicted that (b) people scoring low on the construct of self‐monitoring would perceive apparel and furniture product attributes to be of higher impor tance than people scoring high on the construct of self‐monitoring, if the at tributes addressed functional or quality characteristics. Finally, it was predicted that (c) self‐monitoring would be related to store patronage. A sample of 160 female undergraduates participated in a study of consumer decision making. Subjects viewed slides of either apparel or furniture products and rated the im portance of 19 different product attributes, some of which addressed appearance and others of which addressed function and quality. The results of a multivariate analysis of variance supported the last two predictions. Results are discussed in terms of implications for designers, consumer specialists, merchandisers, and educators.

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