Social utility and fashion behavior |
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Authors: | Shelby H McIntyre Christopher M Miller |
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Institution: | (1) Santa Clara University, 95053 Santa Clara, CA;(2) Jesse H. Jones School of Administration, Rice University, 77251 Houston, TX |
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Abstract: | This article reports the exploratory results of a computer-based behavioral simulation that examines the role of social utility in fashion behavior. Social utility is defined as those benefits of a product or service that satisfy interpersonal needs (e.g., conformity, individuality relative to others). These exploratory results suggest that social utility is a prime determinate of fashion behavior, and that selected personality traits moderate behavioral responses to social influence in the fashion domain. |
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Keywords: | Fashion Social Influence Behavioral Simulation |
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