Social Values, Conformity, and Dress

Gregory M. Rose, Aviv Shoham, Lynn R. Kahle, Rajeev Batra

Research output: Contribution to journalArticlepeer-review


This study examined the influence of social values on the importance of various clothing features. A model is hypothesized in which social values lead to differing needs for group identification, affiliation, and conformity, which influence clothing feature importance. In general, social values are associated with a high need for affiliation and group identification, conformity, and a greater emphasis on both the utilitarian and the display aspects of clothing (style and brand name).

Original languageEnglish
Pages (from-to)1501-1519
Number of pages19
JournalJournal of Applied Social Psychology
Issue number17
StatePublished - Sep 1994
Externally publishedYes

ASJC Scopus subject areas

  • Social Psychology


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