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Apparel and Furniture Attribute Importance as a Function of Self‐Monitoring
Author(s) -
Len Sharron J.,
Fairhurst Ann,
Peatross Freida
Publication year - 1991
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 - 10.1177/1077727x9101900403
Subject(s) - construct (python library) , clothing , product (mathematics) , quality (philosophy) , psychology , variance (accounting) , sample (material) , self monitoring , style (visual arts) , function (biology) , applied psychology , marketing , advertising , social psychology , business , computer science , mathematics , philosophy , geometry , accounting , archaeology , biology , history , programming language , chemistry , epistemology , chromatography , evolutionary biology
This study investigated the relationship between perceived consumer product‐ attribute importance and individual levels of self‐monitoring. In accord with pre vious research findings, it was predicted that (a) people scoring high on the construct of self‐monitoring would perceive apparel and furniture product at tributes to be of higher importance than people scoring low on the construct of self‐monitoring, if the attributes addressed appearance or style characteristics. It was also predicted that (b) people scoring low on the construct of self‐monitoring would perceive apparel and furniture product attributes to be of higher impor tance than people scoring high on the construct of self‐monitoring, if the at tributes addressed functional or quality characteristics. Finally, it was predicted that (c) self‐monitoring would be related to store patronage. A sample of 160 female undergraduates participated in a study of consumer decision making. Subjects viewed slides of either apparel or furniture products and rated the im portance of 19 different product attributes, some of which addressed appearance and others of which addressed function and quality. The results of a multivariate analysis of variance supported the last two predictions. Results are discussed in terms of implications for designers, consumer specialists, merchandisers, and educators.