APPROACH AND AVOIDANCE IN CLOTHING FASHIONS: A STUDY AMONG YOUNG FASHION CONSUMERS

Authors

  • C.V. Rathnayake University of Ruhuna
  • H.S.C. Perera university of Ruhuna
  • S.A. Buddhika university of Ruhuna

Abstract

This study examines the nature of approach-avoidance motivation in clothing fashions and attempts to recognize a set of approach and avoidance stimuli for clothing fashions in Sri Lanka. The study was conducted as a survey and a random sample of 172 youngsters in the age between 17 and 25 in Matara District, Sri Lanka. The questionnaire of study contained 15 stimuli which are approached / avoided by respondents. The study results revealed that youngsters approach uniqueness, independence, youth, modernity and reflecting gender differences by using fashionable clothes. Conversely, it was found that they avoid imitating the upper Social classes, stimulate sexual feelings of others, and sexual allure in fashions. The study results further showed that females have more negative attitudes towards sexually appealing fashions. Finally, it was found that approach/ avoidance among respondents in the secondary education level are more intense than those in the tertiary education level.

 

Key Words: Fashion, Approach, Avoidance, Socio-economic Status, Erotic Exposure, Modern Practice

 

For full paper: fmscresearch@sjp.ac.lk

Published

2012-12-24

Issue

Vol. 6 (2009): Proceedings of the Sixth International Conference on Business Manageme

Section

Articles