CONFORMITY AND JUDGMENTS OF FASHIONABILITY

LESLIE LYNN DAVIS, Purdue University

Abstract

Conformity in judgments of the fashionability of garments was investigated using an established conformity paradigm developed by Asch (1951) and Sherif (1935). The paradigm was used because judgments of fashionability are conceptually similar to judgments typically studied under the paradigm. Judgments of fashionability also appear to be subject to informational and normative social influence processes believed to underlie conformity in the basic research. In applying the conformity paradigm to judgments of fashionability, three widely investigated parameters of conformity were examined: stimulus ambiguity, reference group credibility, and self-consciousness. A five by two complete factorial laboratory experiment was conducted. Five levels of the reference group were included: control (no group influence); peers, operationally defined as "college females"; career women, operationally defined as "women in management"; fashion experts, operationally defined as "New York fashion designers"; and housewives, operationally defined as "Tippecanoe County housewives". Stimulus ambiguity was examined by varying the subjectivity of the opinion judgment. Two levels of judgment subjectivity were included: judgments of present fashionability and judgments of future fashionability. Subjects consisted of 160 female undergraduate students. Using established procedures for the study of conformity in opinion judgments, subjects made a reassessment of their original opinions of the fashionability of six women's suits after being exposed to opinions attributed to one of the four reference groups. Conformity was defined as the change between the subjects' initial judgments and the judgments they subsequently made after being exposed to the group influence manipulation. To further illuminate conformity in judgments of fashionability, four scales designed to assess relevant personality traits were administered: Self-Consciousness Scale (Fenigstein, Scheier, & Buss, 1975), Clothing Interest Inventory, Fashion Opinion Leadership Inventory, and Attitudes Toward Conformity Inventory (Schrank & Gilmore, 1973). In accord with laws that have emerged from conformity research, conformity in judgments of fashionability was found to be affected by stimulus ambiguity and reference group credibility. Greater conformity resulted for the more subjective judgments of future fashionability than to judgments of present fashionability. In addition, individuals conformed more to the opinion of others when the opinion was attributed to fashion experts than when the opinon was attributed to housewives, college females, or career women. Although the dispositional trait of self-consciousness did not directly relate to conformity, it did operate jointly with judgment subjectivity in affecting conformity induced by social influence. Individuals high in self-consciousness, especially private self-consciousness, conformed more to judgments of future fashionability than to judgments of present fashionability. Individuals low in self-consciousness, however, conformed equally to judgments of present and future fashionability. The results were discussed in terms of the informational and normative social influence processes underlying conformity. Similarities and differences between judgments of fashionability and other types of judgments were noted, and implications for fashion research were drawn.

Degree

Ph.D.

Subject Area

Home economics

COinS