Fashion Adoption: Theory and Pragmatics

Abstract

The Sproles'model of fashion adoption was selected to examine the adoption of the short skirt among employed women. Sproles'concepts of adopter identity and motivations were operationalized using measures from previous clothing-related studies of employed women. Results indicated that a large majority of the sample rejected the short skirt at the same time that retailers were heavily promoting the new style. Adopters and nonadopters differed significantly with respect to only two of the variables studied-age and perceived appropriateness of short skirts for work. Although factors not included in the study appeared to impact on the adoption process for employed women, Sproles' model allowed for the identification of variables which had value in predicting adoption of a new style. Theory-based empirical studies by retailers could be helpful in reducing the risk inherent in fashion marketing.

Fashion leaders’ and followers’ attitudes towards exotic leather apparel products

“…Fashion adoption may be de®ned as aǹ individual decision-making process used for the adoption of any given style' (Forsythe et al 1991). Adoption models have been proposed by researchers either to explain or to predict the movement of new products through the consumer behaviour process.…”

“…Research has also shown that motivations that arise out of cognitive orientations towards dress, psychological identity, and social in¯uences, may have some impact on adopters' perceptions of a new apparel product (Forsythe et al 1991;Sproles and Burns 1994). Individuals differ in cognitive orientations and those differences in¯uence which products are adopted at a particular time (Sproles and Burns 1994).…”

Análise de aspectos hedônicos e utilitários como preditores da recomendação e recompra do Natal Luz

“…No consumo hedonista entende-se que o prazer em realizar uma compra cria uma associação positiva a esta atividade (Forsythe;Butler;Kim, 1991 Bettman (1973) propôs que cada classe de produto tem um risco associado a ela, sendo que tal risco passa a ficar saliente no momento em que o consumidor começa a interagir com a respectiva classe do bem. As percepções de risco (alta ou baixa) são reguladas por diferentes situações (Mcgregor, 2006).…”

Quem Mexeu no Meu Brinquedo? Investigando os Aspectos Simbólicos que Explicam o Consumo de Brinquedos por Um Grupo de Adultos

“…Esse valor é caracterizado pela materialização de desejos que resulta em um conjunto de sentimentos e emoções gerados pela experiência de consumo (Miller, 2000;Bardhi & Arnould, 2005). O prazer sentido ao consumir um produto ao qual se atribui valor hedônico cria uma associação positiva ao ato de consumir (Forsythe, Butler & Kim, 1991); por isso, os indivíduos que buscam a sensação proporcionada pelo consumo hedônico são mais consumistas (Scarpi, 2006).…”