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Male and Female Fashion Innovativeness and Opinion Leadership: A Research Note

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Proceedings of the 1987 Academy of Marketing Science (AMS) Annual Conference

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Abstract

This paper assesses the relationship between self-reported fashion apparel innovativeness and opinion leadership, as well as these two traits' association with a wide variety of consumer variables for both male and female samples. Evidence was found that fashion innovativeness and opinion leadership function differently in male and female populations. Also, within each sex a wide variety of differing correlate traits were established for both innovativeness and opinion leadership.

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Author information

Authors and Affiliations

  1. Hofstra University, Akron, USA

    Benny Barak

  2. Rutgers University, Akron, USA

    Stephen Gould

Authors
  1. Benny Barak
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  2. Stephen Gould
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Editor information

Editors and Affiliations

  1. University of Akron, Akron, OH, USA

    Jon M. Hawes

  2. Illinois State University, Normal, IL, USA

    George B. Glisan (Co-Editor) (Co-Editor)

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© 2015 Academy of Marketing Science

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Barak, B., Gould, S. (2015). Male and Female Fashion Innovativeness and Opinion Leadership: A Research Note. In: Hawes, J.M., Glisan, G.B. (eds) Proceedings of the 1987 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17052-7_23

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