Social Utility and Fashion Behavior
1992
This article reports the exploratory results of a computer-based behavioral simulation that examines the role of social utility in fashion behavior. Social utility is defined as those benefits of a product or service that satisfy interpersonal needs (e.g., conformity, individuality relative to others). These exploratory results suggest that social utility is a prime determinate of fashion behavior, and that selected personality traits moderate behavioral responses to social influence in the fashion domain.
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