Three and A Half Decades of Fashion Adoption Research: What Have We Learned?

Dorothy U. Behling

51 citations0/0 files storedClothing and Textiles Research Journal

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Consumer Perception and Purchasing Behavior Fashion and Cultural Textiles Innovation Diffusion and Forecasting

Abstract

This investigation identified and analyzed published studies of fashion adoption in which researchers referred to Rogers' model. Analysis revealed three salient dependent variables that researchers have investigated-leadership, innovativeness, and adoption—as well as variables that were unique to a particular study. The aggregate findings from these studies strongly suggest there is only one dependent variable involved. This may reflect the uniqueness of fashion as the object of investigation, the characteristics of primarily middle-class subjects, or problems using this model.

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2019Diffusion of Innovations 1 2025Advances in Consumer Research 1983The diffusion of innovations 1971Diffusion of Innovations 1970The Identity of Women's Clothing Fashion Opinion Leaders 1975The Innovative Communicator in the Diffusion Process 1970The Identity of Women's Clothing Fashion Opinion Leaders 1980Information Seeking by Fashion Opinion Leaders and Followers

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