Consumer Behavior

Consumers’ Internal Causal Attributions About Problems in Finding a Good Fit and Relation to Body Esteem

Authors: Eonyou Shin (Virginia Tech University) , Te-Lin Chung (Iowa State University) , Mary Lynn Damhorst (Iowa State University)

Abstract

The purposes of this study were twofold: (1) To develop a scale for measuring perceived PFGF and (2) to establish nomological validity through examining PFGF’s effect on body esteem through consumers’ internal attribution process. We followed three steps recommended by Churchill (1979): Step 1-generate scale items through focus group interviews, Step 2-conduct preliminary tests of reliability and validity of the scale, and Step 3-establish nomological validity of the scale, in our case by examining the effects of PFGF on body esteem mediated by internal causal attribution. Results of the study confirm that the new PFGF scale is reliable and has face, content, discriminant and nomological validity. The results of consumers’ internal causal attribution process of fit problems supported attribution theory. The multidimensional scale of perceived PFGF may be useful to designers and product developers by improving fit solutions based on information from customers.

Keywords: Apparel Fit, Internal Causal Attribution, Fit Problems, Body Esteem, Apparel fit, Internal causal attribution, Fit problems, Body esteem

How to Cite: Shin, E. , Chung, T. & Damhorst, M. L. (2022) “Consumers’ Internal Causal Attributions About Problems in Finding a Good Fit and Relation to Body Esteem”, International Textile and Apparel Association Annual Conference Proceedings. 78(1). doi: https://doi.org/10.31274/itaa.13743