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GANNON, TRINA C., M.S., August 2012, Apparel, Textiles, and Merchandising An Investigation into Cultural Influences on Consumer Behavior with regards to Propaganda Textiles during World War II Director of Thesis: Schuyler Cone The purpose of this paper was to understand the nature, or the mindset, pertaining to women that were the leading consumer base during World War II regarding the years between 1935 to 1945. The theoretical framework in the research is used to illustrate the motives behind female consumer behavior during this time period; one of the theories included Harry Triandis’s theory of interpersonal behavior which is comprised of social behavior relations involving the consumer field. Solomon Asch’s theory of conformity is also utilized in this study to demonstrate the context of cultural influences among the participants. The focus of the research was on the purchases of propaganda textiles which consist of any clothing item or cloth that adorned the body that had political or military inspiration. This study included a mixed methods analysis containing a holistic view that encompassed past and present explanations that surround cultural influence pertaining to consumerism, then subsequently relating these theories and ideas to a past cultural experiences concentrating on World War II. It was found that the participants did support propaganda textiles on a small scale; for example, buying USO scarves, even though the women did not refer to these items as propaganda textiles. Fashion choices relating to conformity of what their peers were wearing, such as the use of leg paint, as well as

An Investigation into Cultural Influences on Consumer Behavior with Regards to Propaganda Textiles during World War II