Abstract
The current study examines theoretical connections between media exposure
and fashion involvement in Chinese society within a predictive framework that also includes social comparison, cognitive dissonance and peer pressure. Two studies were performed using both quantitative and qualitative methods. Results indicate that fashion involvement is motivated by social comparison and is a function of exposure to fashion media, cognitive dissonance reduction and peer influence. Traditional media, particularly magazines, are as strong in explanatory power as new media in the model of fashion communication. Social implications of the study help to inform understanding of fashion phenomenon in Confucian culture and contribute to knowledge of intercultural communications.
and fashion involvement in Chinese society within a predictive framework that also includes social comparison, cognitive dissonance and peer pressure. Two studies were performed using both quantitative and qualitative methods. Results indicate that fashion involvement is motivated by social comparison and is a function of exposure to fashion media, cognitive dissonance reduction and peer influence. Traditional media, particularly magazines, are as strong in explanatory power as new media in the model of fashion communication. Social implications of the study help to inform understanding of fashion phenomenon in Confucian culture and contribute to knowledge of intercultural communications.
| Original language | English |
|---|---|
| Pages (from-to) | 117-139 |
| Number of pages | 23 |
| Journal | Intercultural Communication Studies |
| Volume | 22 |
| Issue number | 1 |
| Publication status | Published - 2013 |
User-Defined Keywords
- Media use
- fashion involvement
- social comparison
- cognitive dissonance
- peer influence