Effect of Consumer Socialization on Clothing Shopping Attitudes, Clothing Acquisition, and Clothing Satisfaction

Abstract

The objectives of this study were to investigate the effect of consumer socialization on attitudes toward clothing and shopping and means of acquiring clothing and to investigate the effects of consumer socialization and selected clothing and shopping attitudes on clothing satisfaction. Subjects were 70 mother/daughter pairs who completed parallel questionnaires. Results indicated similarities between mother and daughter pairs for means of clothing acquisition and for overall clothing satisfaction. For both mothers and daughters high fashion involvement and high shopping enjoyment contributed to overall clothing satisfaction. Results are discussed in terms of consumer socialization and satisfaction theories.