Professional women's variety-seeking behavior in fashion clothing: New york city and London

This paper examines the impact of self construal, attention to social comparison information (ATSCI), and conformity motivation on professional career women's variety seeking in fashion clothing choices. An important contribution of this research is the extension of the focus on the relationship between ATSCI and motivation to conform, well beyond previous research findings. A sample of 207 professional women aged 21-50 living in London and New York City were surveyed by online questionnaire. A partial least squares (PLS) path analysis found that interdependent self construal had a strong and positive relationship with ATSCI, which was positively related with motivation to conform. Independent self construal was negatively related to conformity motivation, which in turn, was negatively related to variety-seeking in women's clothing choice behavior. Discussions of findings are also presented to shed some light in professional women's consumer behavior in the area of fashion marketing.