Premium
Information Seeking by Fashion Opinion Leaders and Followers
Author(s) -
Polegato Rosemary,
Wall Marjorie
Publication year - 1980
Publication title -
home economics research journal
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.372
H-Index - 31
eISSN - 1552-3934
pISSN - 0046-7774
DOI - 10.1177/1077727x8000800504
Subject(s) - clothing , comprehension , variety (cybernetics) , opinion leadership , psychology , business , marketing , advertising , social psychology , public relations , political science , computer science , artificial intelligence , law , programming language
A self‐designating scale was included in a mailed questionnaire to identify fashion opinion leaders, followers, and indeterminates among female undergraduates. The number, fre quency, type, and variety of fashion information sources used by leaders and followers in the awareness, comprehension, and legitimation stages of the fashion adoption process were studied. The demographic characteristics of the respondents were also examined. Both the leaders and followers used all of the twenty‐one sources studied. However, the leaders consulted a greater number of sources more frequently than did the followers. Both the leaders and followers recalled marketer‐dominated sources as creating awareness of new clothing styles. However, the most important sources in the comprehension stage were marketer‐dominated sources for the leaders and consumer‐dominated sources for the fol lowers. Leaders and followers could not be differentiated by demographic characteristics.