Predicting Fashion Involvement by Media Use, Social Comparison, and Lifestyle: An Interaction Model

Abstract

This study theoretically connects a host of communication and sociological variables with individuals’ cognitive fashion involvement. Our empirical model tests an interaction effect through which media use, social comparison, and lifestyle produce a joint effect on fashion involvement. A random sample of 500 young Chinese individuals, ages 18 to 30 years, were interviewed via telephone. Results show that (1) media modality (i.e., traditional and new media) hardly makes any difference in explaining variance observed in fashion involvement; (2) fashion-related content across different forms of media is highly congruent, revealing between-media invariance; and (3) the persuasive power of fashion media is demonstrated in young people’s professed willingness to adapt their appearance to the norms set by the media.