Influence of Idealized Fashion Models on Purchasing Behavior
Received 29 Aug, 2013 |
Accepted 26 Nov, 2014 |
Published 31 Dec, 2014 |
This paper examines how consumers’ perceptions of similarity, familiarity, and belief toward idealized models (celebrities) shown in advertisements influences their purchase intentions. The conceptual framework for this study is based on the theory of social comparison and the theory of attraction. Two hundred and twenty women participated in the survey. The Perceived Similarity Scale of Festinger (1954) and Cash (2008) modified by Perrier (2008) was used in this study. The rest of the measures Perceived Likeability Scale, Belief about Idealized Model Scale, and Purchase Intention Scale were developed by Perrier (2008). A positive relationship between perceived similarity and purchase intention was found. Likeability was also a significant predictor of purchase intention; whereas nonsignificant relationship was found between belief about idealized model and purchase intention. Respondents’ inference on their similarity and likeness to the idealized models perhaps was based on attitude and dresses rather than physical attributes. Additionally, exposure to idealized ultra-thin images of models and celebrities adversely affected self-perception and body image as a consequence consumer’s positive attitude toward unnecessary products increases. Implications for marketers were derived from the results.
How to Cite this paper?
APA-7 Style
Jalees,
T., Rehman,
M.u. (2014). Influence of Idealized Fashion Models on Purchasing Behavior. Pakistan Journal of Psychological Research, 29(2), 299-314. https://pjpr.scione.com/cms/abstract.php?id=291
ACS Style
Jalees,
T.; Rehman,
M.u. Influence of Idealized Fashion Models on Purchasing Behavior. Pak. J. Psychol. Res 2014, 29, 299-314. https://pjpr.scione.com/cms/abstract.php?id=291
AMA Style
Jalees
T, Rehman
Mu. Influence of Idealized Fashion Models on Purchasing Behavior. Pakistan Journal of Psychological Research. 2014; 29(2): 299-314. https://pjpr.scione.com/cms/abstract.php?id=291
Chicago/Turabian Style
Jalees, Tariq, and Mustaghis ur Rehman.
2014. "Influence of Idealized Fashion Models on Purchasing Behavior" Pakistan Journal of Psychological Research 29, no. 2: 299-314. https://pjpr.scione.com/cms/abstract.php?id=291
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