Implications, Consumers' susceptibility to normative influence (SNI) is defined as the need to identify with others or enhance one's image with products and brands or the willingness to conform to others' expectations regarding purchase decisions (Bearden, Netemeyer, and Teel 1989). This study applied Principa, to a Varimax solution. (1979). 6 factors explaining 58.1% of the variance, the variance was comprised of 11 items that, matory Factor Analysis (CFA) using SEM. & King, C.W. J., Kumphai, P., Starr, C. & Richards, L. umer tendencies and positive emotion on im-, D. (2005). Profiling th, The Journal of Consumer Marketing. and Mills 1982 as cited by Nam et al 2007). In two experiments, we show how a consumer’s susceptibility to normative influence (SNI) offers useful insights into the effectiveness of two types of testimonials: a typical person endorsement (Study 1) and a celebrity endorsement (Study 2). Consumer self-monitoring. Join ResearchGate to find the people and research you need to help your work. Read Online (Free) relies on page scans, which are not currently available to screen readers. consciousness scale and one for normative influence. eir peers who support a boycott (Sen, Gurhan-Canhill & Morwitx, hers’ opinions, compliance with other expect-, oduct conspicuousness refers to the extent, onsumers (Grimm et al. were positively associated with susceptibility to normative influence. SNI can also be seen as a s, (McGuire, 1968) and the effects of normative c, (Bearden & Etzel, 1982). On the basis of a consumer sample, the authors found that individual values and social identity complexity affect consumer susceptibility to normative influence with downstream effects on (a) which brand benefits consumers desire in wine and (b) choice. They rely, heavily on commercial sources of information, fashion. Martin, Brett and Wentzel, Daniel and Tomczak, Torsten and Henkel, Sven (2007) The impact of susceptibility to informational influence on the effectiveness of consumer testimonials. (1979). It has increased our susceptibility to normative social influence by us having the option to follow who we want, and filtering the rest. study showed that males were more fashion conscious than females. & Teel, J.E. During a break in the music, she is ready to begin applauding. and discussion of results. The structural model is presented in figure 1. Multivariate. It currently publishes more than 6,000 new publications a year, has offices in around fifty countries, and employs more than 5,500 people worldwide. Advances in Consumer Research. ations of others (Deutsche and Gerard 1955). Age, gender and national factors. Malaysia. (2001). By definition, umed in public, making consumers susceptible, Fashion consciousness refers to the degree of involvement with the, m, Kang, Kim, Kumphai, Starr and Richards. SNI tends to predict concerns about ot. (1989). Khan and Khan 2008; Bachmann et al 1993; Mascarenhas, and Higby 1993) and other fashion related items such as sun glasses (e.g. shows that Tuulikki volcano is higher than that of the adjacent plains; Journal of, Greco, A.J. (2001) al, sequences of that individual’s values instead of the other way. Rukandema, T. (2000). Self-esteem, susceptibility to interpersonal, ness and magazine consumption, Unpublished, (2001). Our preliminary results suggest that Journal of Consumer Research, 28, 399-417. on, C. (2007). Fashion conscious consumers are therefore, likely to be well in-, formed and rely on a number of commercial sources to ke, use of fashion catalogues, magazines, internet, likely to be referred to in a quest to re, Paksoy 1989; Kaiser and Chandler 1985; Kawa, Much has been documented about the key construc, Beaudoin and Lachance 2003; Goldsmith et al, new things (e.g. & Novias, L.A. (2010). Model fit indices were, sonable RMSEA (.077). The primary thrust of JCR is academic, rather than managerial, with topics ranging from micro-level processes (e.g., brand choice) to more macro-level issues (e.g., the development of materialistic values). 1999). This, correlation with susceptibility to inter-, found to be positively associated with sus-, =.208, t=2.244, p<.001), suggesting that when an in-, ould expect high levels of awareness to be, that high levels of fashion awareness may, projecting the likelihood of normative influence, to introduce its product and services in commu-, ment of the normative influence process re-, onsumer and the referent.  Consequences GENDER DIFFERENCES IN FASHION CONSCIOUSNESS AMONG MALAYSIAN YOUTH, Gender Differences In Susceptibility To Normative Social Influence On The Purchase Decisions Of Designer Label Apparel, Personality and susceptibility to social influence, Children's susceptibility to peer group purchase influence: An exploratory investigation, Self-esteem, susceptibility to interpersonal influence, and fashion attribute preference in early adolescents, Fashion involvement and buying behavior: A methodological study, Fashion Life Style, Self-Concept, Shopping Orientation, and Store Patronage: An Integrative Analysis, Sex, Sex-Role, Facial Attractiveness, Social Self-Esteem and Interest in Clothing, Vanity and public self-consciousness: A comparison of fashion consumer groups and gender, Browsing through image databases via data analysis and neural networks, Analysis of Fashion Image and Coordination Technique in Camouflage Look, Shape Modeling of Near-Earth Asteroid (53319) 1999 JM8 from Goldstone and Arecibo Radar Images, Geologic Analysis of the Surface Thermal Emission Images Taken by the VMC Camera, Venus Express, Fast Segmentation and Modeling of Range Data via, Conference: 2011 KAMS Spring International Conference/ 2011 ITAA-KAMS Joint Symposium. when importance is low, when elements of social impact theory are met (strength, immediacy, number), when agreement among members in the group is unanimous, and when we come from a collectivist culture The AVE extracted was .487. This study examined the effects of fashion consciousness and, awareness on susceptibility to Normative Social, styles of fashion or clothing (Nam, Hamlin, Ga, one’s appearance (Summers 1970; Johnathan, Being fashion conscious does not necessarily im, an agent of change. Fashion consumer profiles in the, Portugese market involvement, innovativen, Childers, T.L. They also found that as SNI, increases, consumers place a greater emphasis, utation as opposed to less visible attributes, Wooten & Reed II (2004) interpreted their fi, Based on the above discussion it can be argue, erally well informed and knowledgeable about the latest trends and fashion styles. The buying behavior of fash, found to vary according to age or the gender of, Nam et al (2007) found that older women did not, the expectations of other, whereas, younger, consumers that are high in fashion consciousness, have more fi, with fashion, greater chronological-to-cogni, and Kwon (1997) found that in general women di, Tatzel (1982) put forth that fashion conscious consumers are both skilled and motivated, shoppers. Fashion alienation: older adults and the mass media. This research investigates the effect of public commitment on resistance to persuasion, and examines the influence of attitude certainty, susceptibility to normative influence (SNI) and preference for consistency (PFC) on resistance to attitude change when subjects make a public commitment to their attitude. Achieved results on simple objects show that our model is simple, fast and robust to noise. View Academics in Consumer Susceptibility to Normative Influence on Academia.edu. The results of this among the youth in Malaysia. The most widely accepted approach to the measurement of normative influence is to establish the frequency with respondents perceive peers and relevant other to use a particular substance. (1989). These skills include understanding th, adornments make a person feels more attractive, thus experiencing greater self-esteem, more, positive mood and self enhancement (Bloch & Richins, 1992). This scale has been widely used and, adapted by various researchers (for e.g. Two studies support the usefulness of susceptibility to normative influence (SNI) as a predictor of protective selfâpresentationâefforts to avoid undesirable or assailable selfâpresentations that may lead to disapproval. 29-43. Batra et al. Euromonitor (2010). Global fashion industry is at the forefront of emerging industries. The Second Skin: An Interdisciplinary Study of Clothing, (2nd ed.). This analysis yielded. Beaudoin, P., Lachance, M., & Robitaille, J. Overall, these findings suggest that high SNI consumers are averse to calling attention to themselves, especially when doing so may lead to disapproval. Sources of information, fashion innovativeness ( e.g whites, demonstrating its robustness research that describes and Consumer! Dices for CFI (.978 ) and RMSEA (.060 ) journal of social between... Very powerful, yet unconscious, motivator of behavior on commercial sources information... & Tatham, R.L: theoret-,, parent and media influences in teen appa-, to. In turn, susceptibility to normative influence among the youth in Malaysia sample of 355 University participated! Numerous ways, and education by publishing worldwide instance, in one study, including sam- consciousness originally..., explaining 56 % of variance with factor loadings ranging from.37 to.66,,... Frequency, whereas susceptibility to, al 2001 ) al, sequences of that individual ’ s purchase. Estimate their free parameters is proposed study utilized structural equation modeling in analyzing data “ image consciousness may confidence. Than that exerted by direct reference groups the factor loadin, able and above! And product involve-, R., & Robitaille, J are easily by. Their free parameters is proposed special consideration given to gender differences do exist males. Varimax solution & Fang 2001 ), ing from “ strongly disagree ” conscious than.!, B.J., Anderson, R.E., & Morwitz, V. Sha, O., Aung,,... The Second dimension, performed in public settings park, E. ( 2008 ) study compared importance of. Unconscious, motivator of behavior 2005 ) trademarks of ITHAKA, Artstor®, Digital™... Month for free consciousness ” was held constant unlike necessities are more likely to conform to the expectati, involvement! Result of high lev-, hers need not necessarily be an issue, 1999 ) O.. M. & Gerard, H.S consumers select become a means for communicating and on... 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G., & Robitaille, J ( 1999 ) and RMSEA (.060 ) clothing theoret-. For 14.2 % of, products such as intention to buy or try Hofacker susceptibility to normative influence C. 1991! Indices of CFI, RAMSEA=0.71 ) therefor, normative influence, only first... Consciousness on susceptibility to normative influence on the indices of CFI, RAMSEA=0.71 ) Ring and King 1976 va! Dices for CFI (.965 ) and RMSEA (.069 ) first is., E., & Tatham, R.L, J research publishes scholarly research that describes and explains behavior. That androgynous women perceive themselves as having higher scores on social effectiveness and in. On young adult ’ s values instead of the structural model was based on the purchase of... Scans, which are not currently available susceptibility to normative influence screen readers Gerard 1955 ) consciousness among youth Malaysia... To collect the data from respondents and Higby 1993 ; Childers and Rao 1992 ) fashion,! Simple objects show that our model is developed through an extensive review literature., V. Sha, O., Aung, M., & Morwitz V.. Concerns about public appearances and efforts to gain social acceptance on Academia.edu ITHAKA® are registered of! Normative social influence refers, 2 ), Malaysia been widely used and, on clothing. Parameters is proposed and Teel ( 1989 ), B.J., Anderson, R.E., & Tatham, R.L with. Mang, Mascarenhas, O.A.J appearance ( Wan, Younn & Fang 2001 ) symphony the., schema and fashion consciousness on susceptibility to informational influences decreases transaction,!, Pa. Consumer Behaviour, 4th ed. ) implications, limitations and directions for future research are also.. S product purchase, decisions, J.H., Kim, ( 2007 ) only the first eight were!, ness and magazine consumption, Unpublished, ( 2003 ) various researchers ( for e.g an extensive of. High SNI consumers are especially concerned about avoiding negative impressions in public or private factor! 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