Psychological antecedents of career women's fashion clothing conformity

Purpose The purpose of this paper is to examine the relationship between independent and interdependent selfconstrual and attention to social comparison information (ATSCI) on professional career women's fashion clothing conformity. Design/methodology/approach A sample of 207 professional career women aged 2150 living in London and New York were interviewed using a structured questionnaire via the internet. Findings A partial least square analysis found that interdependent selfconstrual has strong and positive relationships with ATSCI, and that this construct, inturn, has a strong and positive relationship with motivation to conform. Independent selfconstrual has a significant, but unhypothesized, relationship with ATSCI. However, independent selfconstrual is significantly negatively related to conformity motivation. Research limitations/implications A limitation of the study includes the reliance on internet selfadministered data collection method. Practical implications The integrations of the individuals into, and their interactions with, the fashion adoption process is a phenomenon very relevant to marketers in identifying patterns of individual and social influences on fashion clothing tastes. Originality/value The findings are valuable because they apply, for the first time, four important psychological constructs to the subject field of professional career women's fashion choices.