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Body Image, Self-Esteem, and Consumer Need for Uniqueness as Antecedents to Self-Identification as Fashion Opinion Leader vs. Fashion Opinion Seeker
- Publication Year :
- 2009
-
Abstract
- This study sought to determine whether or not the antecedents to fashion opinion leadership differ from those for fashion opinion seeking with regard to body image, self-esteem, and consumer need for uniqueness. The following research questions were examined:1. Do fashion opinion leaders have higher self-esteem than fashion opinion seekers?2. Do fashion opinion leaders have more positive body images than fashion opinion seekers?3. Are fashion opinion leaders more confident than fashion opinion seekers?4. Do fashion opinion leaders engage in more appearance management behaviors than fashion opinion seekers?Furthermore, it was hypothesized that fashion opinion leaders would have a higher need for uniqueness than fashion opinion seekers.Research has examined relationships between self-identification as a fashion opinion leader or fashion opinion seeker and various factors. Body image and self-esteem are two constructs that have not yet been considered. It is possible that fashion opinion leaders will have negative body images since they may be more likely to compare themselves to media images (Muzinicha, Pecotich, & Putrevu, 2003; O’Cass, 2004). Self-esteem may also be an antecedent to fashion opinion leadership or seeking (Cash et al., 2003). Dress may improve one’s feelings about oneself in those with low self-esteem, while for those with high self-esteem, clothing might be used as a visual demonstration of a positive self-concept (Creekmore, 1974; Joung & Miller, 2006).Consumer need for uniqueness has been used in previous studies to examine its effect on fashion opinion leadership and seeking. Based on their strong need for differentiation from others, research has shown that opinion leaders score higher than opinion seekers on measures of general need for uniqueness (Snyder & Fromkin, 1980; Workman & Kidd, 2000; Goldsmith & Clark, 2008).The study utilized female students majoring in Textiles & Clothing at a large, Midwestern university. The study predominantly used quantitative measures, with the exception of several open-ended questions. Each student completed an online or paper version of the survey containing standardized instruments to measure opinion leadership, body image, self-esteem, and need for uniqueness. In addition, subjects answered several open-ended questions about their level of confidence and appearance involvement and choose from a selection of photographs the outfits that most closely depict their own style. The investigators analyzed the data using descriptive statistics. Chi-square statistics were also used in the analysis since the data contains categorical responses between two (or more) independent groups (i.e., positive vs. negative body image, high vs. low self-esteem, etc.). Responses to the open-ended questions were analyzed and placed into thematic categories. Analysis showed high reliability for each scale. In addition, the chi-square analysis showed a significant relationship (p=.003) with a small effect size between fashion opinion leadership/fashion opinion seeking and consumer need for uniqueness. However, the relationships between fashion opinion leadership/fashion opinion seeking and self-esteem and fashion opinion leadership/fashion opinion seeking and body image were insignificant with small effect sizes.
Details
- Language :
- English
- Database :
- OpenDissertations
- Publication Type :
- Dissertation/ Thesis
- Accession number :
- ddu.oai.etd.ohiolink.edu.osu1259776106