Effect of Clothing Interest on Clothing Deprivation/Dissatisfaction
Abstract
The purpose of the present study was to investigate the appropriateness of Oliver's (1989) framework for the analysis of clothing satisfaction. It was hypothesized that clothing deprivation/ dissatisfaction would vary according to arousal level, an aspect of consumer product orientation. 336 high school students completed questionnaires measuring clothing interest (arousal level) and clothing deprivation/dissatisfaction. Clothing interest had a significant effect on dissatisfaction. Generally, as clothing interest increased, feelings of clothing deprivation/dissatisfaction decreased.
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