Consumer involvement in clothing brands and self-concept among adolescents

Justinić, Jasna. (2007). Consumer involvement in clothing brands and self-concept among adolescents. Diploma Thesis. Filozofski fakultet u Zagrebu, Department of Psychology. [mentor Kuterovac Jagodić, Gordana].

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Abstract

The goal of this research was to explore the relationship among dimensions of self-concept and antecedents of consumer involvement in clothing brands. In addition, differences in self-concept and consumer involvement regarding sex and age of participants as well as characteristics of consumer behaviour of adolescents were examend. Participants were high school students (N=316), 1st and 4th graders from three different Zagreb's high schools. The instruments administred in the study were: Self-Perception Profile for Adolescents (Harter, 1988), Consumer Involvement Profile (Kapferer & Laurent, 1985) and consumer behaviour and demographic questionnarie developed for this study. Positive correlation between athletic competence and hedonic value of clothing brand was found. Negative correlations between global self-worth and perceived importance of the negative consequences of a mispurchase and between global self-worth and subjective probability of making a mispurchase were found. Girls rated their athletic competence lower than did boys, as well as their physical appearance and global self-worth. Younger adolescents rated their social acceptance and close friendship competence higher than did older adolescents. Boys were more interested in clothing brands than girls. The results indicate that girls shop more often than boys and are more informed about fashion trends. Also, when they are shopping, girls pay attention to fashion trends and boys pay attention to clothing brands. Younger adolescents go shopping more often than older ones and pay more attention to clothing brands, fashion trends and whether their peers wear that kind of clothes.

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