Evaluative criteria for purchasing leisurewear: Taiwanese and U.S. students in a U.S. university
The purpose of this research was to provide exploratory information relating to the young consumer market in terms of purchase criteria for leisurewear. Data were obtained from 105 Taiwanese and 126 U.S. students at a major mid-western U.S. university. Direct hand-in questionnaires were employed to obtain a higher usable questionnaire rate. Purchase criteria used for this survey were price, style, brand, fabrication, size/fit, media exposure, colour, country of origin, and quality. Several factors under each criterion were provided. Students were asked to rank the importance of each criterion/factor. Results indicated that much similarity existed between these two groups of students in purchasing leisurewear. However, U.S. students rated highest (in descending order) price, size/fit, style and quality while Taiwanese students ranked highest (in descending order) price, style, quality and size/fit.
Acculturation and cultural value orientations of immigrant Chinese Americans: Effects on body image, aesthetics for appearance, and involvement in dress
The research was an investigation of the effects of acculturation and cultural value orientation on individuals' body image, aesthetics of appearance, and dress involvement. The surveys were completed by immigrant Chinese Americans that consisted of women (/7=124. 59%), men («=82, 40 %), and three participants who did not state gender. A majorit)' of the participants were bom in Taiwan (64%), China (28%), and Hong Kong (8%). The majority of respondents were classified as "unaculturated" (55%) or "bicultural" (44%): only 1% as "acculturated." With regard to their value orientation, the majority were "collectivism oriented" (32%) or "bi-value oriented" (64%). Results indicated that the Chinese Orientation Subscale predicted more of the attitudinal and behavioral differences among individuals in relation to value orientation, body image, aesthetics for appearance, and dress involvement. More highly Chinese oriented (less acculturated) respondents (1) assigned more importance to collectivistic value, (2) indicated greater body satisfaction, (3) put more emphasis on behavioral characteristics and psychological traits when assessing female beauty and male attractiveness, and (4) had greater involvement in aesthetics and conformity in dress. Body image, aesthetics for appearance, and dress involvement were significantly related to both individualism and collectivism values. Both more individualismand collectivism-oriented individuals had greater body satisfaction and more positive attitude toward their own body. In addition, more highly individualism-oriented individuals were found to (1) put more emphasis on physical appearance when assessing female beauty and male attractiveness, and (2) had greater involvement in individuality in dress. On the other hand, more highly collectivism-oriented individuals were found to (1) put more emphasis
Public Self-Consciousness and Consumption Behavior
Abstract Public self-consciousness is a major aspect of self-attention, concerned with attention to the self as a social object. In this study of American adults, public self-consciousness was tested against a number of variables with self-concept and/or socially conspicuous elements. Many relationships, involving public self-consciousness, stand out from the data analysis performed, including those with age, sexual self-image, and fashion-related variables, thus demonstrating the wide scope of public self-consciousness in relation to everyday behaviors and perceptions. Demographically, there were also racial and marital status differences in public self-consciousness.