CLOTHING PRACTICES OF KOREAN FEMALE IMMIGRANTS IN CHICAGO

The relationship between the process of cultural assimilation reflected in the clothing practices of Korean female immigrants and their pre-immigration and post-immigration factors were investigated. This was done by examining the relationships between frequency of wearing western dress over Korean traditional dress, the rate of transition from Korean made dress to American dress, and Korean female immigrants’ pre-immigration and post-immigration factors. The data were collected from 219 Korean female immigrants in Chicago during the summer of 1978. The regression analysis revealed that the frequency of usage of western dress over Korean traditional dress was more significantly related to the pre-immigration factors than the post-immigration factors. The transition from Korean made dress to American dress was found to be more significantly related to the post-immigration factors than the pre-immigration factors. This finding suggests that the sudden change of cultural environment has a definite impact on the abandonment of Korean traditional dress and transition from Korean made western dress to American dress. The finding also leads to the conclusion that the usage of traditional dress is more affected by the nature of occasions, special versus non-special, than the difference of social contacts between Korean and American.     

DIMENSIONS OF SATISFACTION WITH PURCHASES OF WOMEN'S DRESSES: BEFORE AND AFTER GARMENT CARE

The purpose of this research was to assess the appropriateness of grouping evaluative criteria used by women in their dress purchases according to instrumental, expressive, and market aspects. Respondents from a random telephone sample were divided into two groups, ‘Care’ and ‘Nocare’, according to whether or not the consumers had cared for (washed or cleaned) their dresses at the time satisfaction was measured. For both groups, factors were generated which were representative of the three aspects of evaluative criteria proposed. The factors reflected expressive, price, selection/size, and performance dimensions of clothing satisfaction. Hence, in analysing clothing satisfaction, researchers must recognize that several functions are served by clothing and reflect these in the research methodology.     

Contemporary outer dress and clothing market source use of Middle Eastern women

Contemporary Qatari women's outer dress and clothing market source use were explored using Hamilton's¹ dress as a cultural subsystem metatheory. Data were gathered by interviewing 50 Qatari female nationals. Dependent variables were traditionalism of outer dress worn in public and private situations and clothing information and acquisition sources. Independent variables were demographic characteristics of age, education, socioeconomic status, work status and travel. Analyses included correlations and t-tests. Outer dress was traditional in most public, but less so in private, situations. As age increased, clothing traditionalism increased. The most used market sources were store displays, TV, video, tailors and the suq. Store display use increased with age, while use of video, TV and salespersons increased as education decreased. Women travelled outside Qatar to acquire clothing and when travelling, most women wore non-traditional outer dress. Findings were compared with a study completed in Saudi Arabia,² Qatari women's contemporary outer dress was less traditional and they used both traditional and non-traditional information sources and traditional acquisition sources more than Saudi women.     

Consumer behaviour reflected in store and clothing selection criteria: a pilot study in Canada and England

Similarities and differences in selected clothing acquisition behaviour at two independent sites have been investigated using the Engel, Blackwell and Miniard consumer behaviour model as the conceptual framework. Similar clothing values orientations were found, supporting the assumption of a common Anglo-root culture at both sites. The paper focuses on an outcome of the values issue, namely store selection criteria and clothing evaluative criteria used by university students in Winnipeg, Canada and Newcastle upon Tyne, U.K. Respondents at both sites rated the store selection criteria and clothing evaluative criteria in similar orders of importance. Significant Spearman rank correlation coefficients for store selection criteria (r_s= 0-95) and clothing evaluative criteria (r_s= 0-88) suggest that the common Anglo-root culture of the Winnipeg and Newcastle participants has more influence on the alternative evaluative stage of the decision-making process than marketing stimuli and strategies found at each site. When individual criteria were compared across sites, only three of the ten store selection criteria gave statistically different responses, while three of the 21 clothing evaluative criteria were found to be statistically different.     

Determining female consumers’ perceptions of garment fit,personal values and emotions when considering garment sizing

Female consumer's clothing shopping experience is primarily influenced by the appearance and fit of a garment that may be influenced by their personal values and is a process that involves emotions (Otieno et al., 2005; Lopatovska and Arapakis, 2011). Very little research focussing on the emotional impact and the role that personal values play in the female consumers’ shopping experience of ready‐to‐wear garment fit has been conducted in South Africa to date. The primary objective of this study was to explore the areas of concern of garment sizing to establish the emotional impact garment sizing and the resulting fit have on the female consumer purchasing behaviour when evaluated against their personal value system. This study applied the means‐end chain theory approach that allowed the researcher to explore female consumers’ personal values and the resulting emotions, through the application of the laddering interview techniques. Using open‐ended questions, this study aimed to discover the role of female consumers’ perceptions of garment sizing and the resulting emotional effects of garment fit on their purchasing decisions. The findings from the data collected from a purposeful and convenient sample of 62 female consumers from Gauteng, Johannesburg showed that the majority of the participants in this study failed to attain their personal values through the fit of a garment due to inconsistent, unreliable and inaccurate sizing, garment sizing which is unsuitable for various body shapes and the unavailability of certain clothing sizes in ready‐to‐wear garments. The study established that it is extremely important that South African clothing manufacturers and designers should strategize to satisfy the clothing need of the consumers who are currently having problems with garment sizing, by understanding female consumers’ garment sizing and fit needs through extended research of their target markets.     

Belief when evidence does not support theory

Marketing has looked to other scientific disciplines to supplement its understanding of motivation. Maslow's Hierarchy of Needs theory is frequently uncritically cited in texts, even though most evidence has failed to support its validity. Science requires that theory be supported by empirical facts. Maslow's theory is briefly summarized, along with a review of the related literature. Reasons are given and empirically supported for the continued popularity of Maslow's theory in marketing despite lack of scientific support. A cautionary note for the continued development of marketing theory concludes the presentation. © 1995 John Wiley & Sons, Inc.     

Tracking bias against the selection of female expatriates: Implications and opportunities for business education

The primary purpose of this study was to investigate early formation and presence of an unfounded bias against female expatriate selection. Overall results found that freshmen exhibited less bias against female expatriate assignment viability than MBA students, and females were less biased than males. However, freshman males exhibited greater bias against females in expatriate assignments than did freshman females, and they did not differ significantly in their perceptions from their male MBA counterparts. Our results suggest that the unfounded bias against female expatriate selection can exist very early, particularly among male students, presenting an important educational challenge and opportunity for business educators. Recommendations are made for improving business education to counter bias formation and dispel negative stereotypes. © 2006 Wiley Periodicals, Inc.     

Perceptions of functional clothing by able-bodied people: the other side

Functional clothing was examined as a factor in social interactions between physically disabled and non-disabled people. In the present study, the perceptions of able-bodied college students were compared with the evaluations of students with physical disabilities from a previous study. Seven line drawings of clothing with functional features were rated on semantic differential scales in a self-administered questionnaire. The non-disabled students were more positive than the disabled students on all of the scales for five of the seven styles. The able-bodied subjects also tended to use more global constructs when perceiving the styles than did their disabled counterparts, who were more likely to distinguish function as a separate dimension. Sex differences were found, with a tendency for the females to be more positive than the males in their ratings of the styles. Implications of the data and suggestions for further research are discussed.     

Differences in Spending Habits and Credit Use of College Students

In a study of college students, affective credit attitude (feeling about using credit cards) and gender influenced college students' credit purchasing. Affective credit attitude predicted the purchase of clothing, electronics, entertainment, travel, gasoline, and food away from home. Females purchased clothing; males purchased electronics, entertainment, and food away from home. Gender was more influential in predicting financial management practices than was affective credit attitude, with female students employing a greater number of financial practices. A path analysis model showed gender differences in the relationship between financial practices, financial stress, affective credit attitude, and the number of credit cards with a balance.     

Clothing outshopping in a rural Western community

Statistics reveal that over half of all women are gainfully employed outside the home. Professional working women have a certain status to maintain and it is reasonable to assume that their clothing needs might differ from women who are employed in other occupations and who remain in the home. Recent research has shown that considerable shopping occurs out of the local retail trade area (termed outshopping). Product-specific outshopping research has revealed clothing to be a product consumers are willing to out-shop to obtain. Professionally employed women might have to resort to outshopping more often than the other women in order to meet their clothing needs. For this project outshopping was defined to be the percentage of shopping which occurred at least 50 miles from the test site. This research represents the combined efforts of a graduate class studying trends in fashion merchandising; a telephone survey was developed and conducted by the class and responses from 100 female consumers were analysed using multiple step-wise regression. It was predicted and found that clothing outshopping behaviour could be significantly predicted by the degree of satisfaction with local retailing and number of children remaining in the home. Including the two variables professional/non-professional working status, and the age of female respondent as predictors, did not significantly improve the ability to predict outshopping behaviour. The implications for retailers are discussed.     

An assessment of the proximity of clothing to self scale for older persons

Sontag and Lee developed the Proximity of Clothing to Self (PCS) Scale, an objective measure of the psychological closeness of clothing to the self, and validated a 4‐factor, 24‐item scale with adolescents. The research reported here extends their work by validating a 3‐factor, 19‐item PCS Scale for use with older persons, age 65 and over. A mail survey was sent to a national random sample of 1700 older persons in the United States resulting in 250 respondents in the final sample. Three analytical rounds of confirmatory factor analysis to test the construct validity of the PCS Scale were conducted by using a structural equation modelling programme. The validated three PCS dimensions (i.e. factors) are clothing in relation to: (1) self as structure – process; (2) self‐esteem – evaluative and affective processes; and (3) body image and body cathexis. The researchers recommend using this 19‐item PCS Scale for future consumer behaviour research on older persons when investigating the importance of dress, clothing needs or clothing involvement to meet basic human needs, self‐esteem, life satisfaction and successful aging.     

Behaviors of Pre-Venture Entrepreneurs and Perceptions of Their Financial Needs

Some studies have examined different barriers faced by entrepreneurs in starting their firms. For example, lack of business education, training, or managerial experience may have an impact on the firm's success. This study sought to determine whether there were any differences in the assistance and training needs between male and female pre-venture entrepreneurs as well as between Hispanic and Anglo pre-venture entrepreneurs. The training needs focused on the areas of finance and accounting. A sample of 133 clients of a regional Small Business Development Center (SBDC) was used to make this comparison. The results indicated differences between males and females in most cases and especially between Hispanic females and Hispanic males. The Hispanic males felt they needed less assistance in the areas of finance and accounting than the Hispanic females did. However, the SBDC consultants felt that both the Anglo and Hispanic females needed less assistance in those areas than the Anglo and Hispanic males needed.     

Exploring the relationship between money attitudes and Maslow's hierarchy of needs

This study explores the relationship between basic human needs and money attitudes in a university‐age cohort utilizing Maslow's theory of hierarchical needs. Results confirmed relationships between needs and money attitudes. Specifically, all of Maslow's needs appear to be strongly related to the money attitudes of evaluation and anxiety. In addition, men's and women's needs are highly correlated with obsession, budget, anxiety and particularly evaluation. Findings support existing literature and point to the importance of understanding money attitudes and level of need satisfaction among individuals and families, particularly from a counselling and educational standpoint. Implications and possible areas for future research are discussed.     

The face of the un‐consumer: An empirical examination of the practice of voluntary simplicity in the United States

The practice of voluntary simplicity is inextricably linked to consumer behavior and has attracted the attention of researchers in a number of disciplines, including psychology and marketing. Yet the daily practice of voluntary simplicity in the United States remains largely unexamined. The research presented here is the first to look at voluntary simplicity with the use of a nationwide sample of American consumers. A more refined application of Maslow's theory of human motivation to the understanding of this social phenomenon is proposed. The practices considered most important to this lifestyle are identified, as are key impediments to its consistent practice. Factor analysis is used to identify the underlying dimensions of U.S. voluntary simplicity: ecological and social responsibility; community; and maintaining a spiritual life. Findings indicate that people of moderate income are more likely to practice voluntary simplicity than was previously believed. This research also compares highly committed simplifiers to those who are less committed, finding that more committed practitioners are more likely to be consistent in practices requiring ongoing effort, such as composting. © 2005 Wiley Periodicals, Inc.     

A New Viewpoint on Nudes in Advertising and Brand Recall

Despite research findings' that scantily-clad or even nude models in advertisements do not improve brand recall of the products advertised, marketers continue to employ nudity in their advertising. In recent years males as well as females have been used as models. Since current research reflects only the effectiveness of female nudity for brand recall among male audiences, this study was conducted to see what happens when those roles are reversed. Findings did not replicate those of previous studies which indicated a reverse correlation between increased nudity and brand recall. Both male and female audiences demonstrated increased brand recall as the model's nudity was increased.     

Clothing as an environment for older adults' successful ageing

This research tested a conceptual model for proximity of clothing to self (PCS) in relation to age identity, self‐actualization, psychological well‐being, self‐assessed health, sex and chronological age among older adults, aged 65 and over, within the human ecological perspective. A mail survey was sent to a national random sample of 1700 older adults in the US resulting in 195 usable respondents in the final sample. The respondents returned two completed questionnaires, which were (1) Clothing: A Resource for Successful Aging? (to measure PCS, age identity and demographic variables) and (2) Personal Orientation Inventory (to measure self‐actualization). The results indicated that older adults' psychological well‐being, one component of successful ageing, was directly affected by their self‐assessed health, age identity and self‐actualization. PCS indirectly influenced individuals' psychological well‐being in a slightly negative way in later life. In sum, clothing may be used as a needs satisfier for different levels of needs or related more closely with needs in addition to self‐actualization needs for older adults. Further research should be conducted to explore relationships among PCS, different levels of human needs, clothing‐related variables and psychological well‐being for this age group. In practice, the effort should be given to teach the use of clothing (or other human‐built objects) as a tool or need satisfier to contribute to success in a person's later life by offering some educational or training programmes through local senior community centres or universities.     

Determination or appropriate content for a clothing and textiles specialized course

A survey of teachers, parents and students was conducted to determine appropriate content for a semester course in clothing and textiles. A review of literature including research, curriculum guides, projections of future trends in clothing and textiles and knowledge needs of consumers served as the basis for developing the instrument. The initial list of topics identified was reduced to 13 major topics and 66 specific items by a panel of eight experts. The instrument was used to survey 1200 teachers, parents and students. A total of 327 surveys were returned. Respondents were varied on most demographic characteristics identified. Results were analysed to determine the significance of differences between the responses of the three groups. Respondents indicated that no more than Homemaking I should be required as a prerequisite for a clothing and textiles semester course and that simple clothing construction skills should be included. The overall rankings of the 13 major topics was: wardrobe planning, clothing selection, clothing construction, buying clothing, clothing care, clothing alterations, sewing tools and equipment, effects of clothing on individuals, design in clothing, textiles, family clothing, influences on fashion, clothing and textiles careers. Significant differences between groups existed for mean importance scores of 36 of the 66 specific topics. Teachers' mean importance scores differed from those of parents and/or students on 33 topics. Recommendations for content of a clothing and textiles semester course were based on the findings.     

Quest for the eco‐apparel market: a study of mothers' willingness to purchase organic cotton clothing for their children

The purpose of this study was to examine what consumer characteristics are related to willingness to purchase and selection of children's organic cotton clothing (OCC). A survey was conducted on mothers of pre‐schoolers to collect data on mothers' environmental characteristics, involvement with OCC and children's clothing, children's clothing purchasing behaviour and willingness to purchase OCC. A buying scenario experiment was used to examine whether price and other product characteristics influenced the participants' selection of OCC. It was found that a mother's environmental concerns, environmental purchasing behaviour and recycling behaviour significantly affected their involvement in OCC, which further significantly determined mother's willingness to purchase OCC. However, mothers were not willing to pay a premium for purchasing children's OCC. A majority (59.5%) of the mothers who selected OCC in the buying scenario indicated fabric softness was the main reason for their selection. Preparing environmental education materials for consumers and producing OCC with high quality and good performance would help improve the acceptance of OCC in the market.     

Unique but integrated: The role of individuation and assimilation processes in teen opinion leadership

Opinion leaders propel the diffusion of innovation and exert a significant influence on the marketplace. This influence is especially pronounced during adolescence, a period marked by increasing reliance on peers and the emergence of a tension between two countervailing needs: assimilation and individuation. A survey of 1142 adolescents reveals that these developmental needs affect adolescent opinion leadership in the critical clothing market. Adolescent opinion leadership relies on a balance between desires for assimilation (i.e., centrality within the peer network) and individuation (i.e., need for uniqueness); adolescents' susceptibility to peers' normative influence and gender moderate these relationships. Adolescents who occupy central positions within their peer network tend to be opinion leaders, though only if they are not susceptible to normative influence. Position within the peer network is a key for girls, whereas need for uniqueness is a key for boys. These differences implicate different approaches for managers targeting adolescent males and females.     

The cost (and the value) of customer attire: linking high- and low-end dress styles to service quality and prices offered by service employees

This study tests the impact of customer dress on the price of goods and services offered and on service quality. Mystery shoppers visited stores in three different business contexts. For each context, 30 mystery shoppers paid three visits each, once in sloppy, once in casual, and once in fashionable attire. Supporting research hypotheses, dress had conflicting effects on employees: customers wearing fashionable/casual clothing received better service than those dressed sloppily, while the latter were offered goods and services at lower prices. The findings imply that organizations should reconsider their customer discrimination policies, and engage customers in developing accepted dress codes.