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ERIC Number: EJ996358
Record Type: Journal
Publication Date: 2011-Mar
Pages: 13
Abstractor: As Provided
Reference Count: 16
ISSN: ISSN-0146-3934
The Importance of Peer Approval in the Sartorial Purchasing Patterns of The University of Georgia Students
Roman, Mallory; Medvedev, Katalin
College Student Journal, v45 n1 p164-176 Mar 2011
There's ample evidence that peer approval and group acceptance play a role in many social phenomena. This influence can manifest itself through the bystander effect, peer pressure, social facilitation and in many other ways. However, dress as a means of social influence has been largely ignored. This study was designed to determine whether peer approval and group acceptance influence the sartorial purchases of college students and their participation in popular apparel trends on-campus. The hypothesis was that students' sartorial purchasing habits are considerably influenced by peers. In order to test this hypothesis, a survey was developed around 14 brand-name apparel items popular at UGA which solicited student response on the significance of peer approval in personal decision-making, perceptions of peers' purchasing motivations, and personal involvement in popular trends. Results were analyzed using frequency statistics, as well as categorization of responses. The majority of the respondents (85.96%) owned at least one item and all respondents were aware of the popularity of the 14 items. In general, students were more likely to rate the behavior of others as more conforming than their own, which suggested that participation in the popular sartorial trends on-campus is viewed as being driven by conformity. (Contains 2 tables and 2 graphs.)
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Georgia