| Abstract: | This article investigates the effects of modernity on the purchase intentions of Singaporean adolescents. As a component of subjective norms, modernity had a positive impact on the purchase intention for party clothes among Singaporean Chinese teens. It was also found that the socioeconomic and cultural dimensions of modernity interacted with attitude and subjective norm. Specifically, attitude had a greater effect and subjective norm had less influence on the purchase intention for party clothes among more modern teens who resided in private homes and were English speaking than those who lived in public housing and were non‐English speaking. © 2000 John Wiley & Sons, Inc. |
