The relationship between mass media and selection of apparel fashion by adult women of all ages

Includes bibliographical references (pages [96]-99)The major objective of the research was to explore the relationship between exposure to mass media and five age groupings of women. The five age groups were investigated individually and in comparison to each other in their mass media exposure, fashion consciousness, general influences on apparel selection, and apparel selection criteria. The study also investigated the interrelationship among media exposure, fashion consciousness, general influence on apparel selection, and apparel selection criteria for all five age groups. Five hundred and twenty-five female respondents between the ages of 32 and 103 completed a survey collected by convenient sampling technique. The media exposure included television, newspapers, magazines, radio, and consumer publications. Fashion consciousness included clothing interest, importance of look, compliments received, shopping enjoyment, and favorite stores. General influences on apparel selection included past experience, need for change, impulse purchase, store promotion, and others. Apparel selection criteria included l o o k i n g for classic style, fashion, flattering fit, comfort, and ease of upkeep. The one-way analysis of variance showed no significant age group differences on mass media exposure, fashion consciousness, or general influences on apparel selection. However, the one-way analysis of variance did show significant age differences on apparel selection criteria indicating older consumers' emphasis on easy upkeep, comfort, and flattering fit. A c c o r d i n g to Pearson's correlational analyses, mass media exposure, fashion consciousness, general influences on apparel selection, and apparel selection criteria were all significantly positi v e l y related for each age group. Compared with the other four age groups, age group five (aged 80 to 103) indicated higher relationships between mass media exposure and fashion consciousness, mass media exposure and general influences on apparel selection, and mass media exposure and apparel selection criteria. A stereotype of older adult women implies a decline in fashion consciousness as women age. The findings of this investigation did not support that conjecture. A unique aspect of this study was the findings that differentiate age group four (aged 65 to 79) from age group five (aged 80 to 103). The data would benefit the apparel industry and mass media to better understand the increasing o^der female market.M.S. (Master of Science