Social and Psychological Aspects

Generalized Opinion Leadership, Domain-Specific Fashion Trendsetting, New Technology Use, and Openness

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Abstract

This study examined the relationships among generalized opinion leadership (GOL), fashion trendsetting, mobile self-checkout use, and openness to experience. A nationwide sample of 220 U.S. participants (121 men, 99 women; average age 39) completed an online survey. Measures included GOL, fashion trendsetting, mobile self-checkout experience, and openness to experience. Participants were diverse in ethnicity: 68.6% Caucasian, 17% African American, 7.9% Hispanic/Latino, 5.2% Asian American, and 1.1% other. Four GOL groups were created using established methods: highest, second highest, third highest, and lowest. MANOVA results showed significant effects of GOL and mobile self-checkout experience on fashion trendsetting and openness. Fashion trendsetting and openness varied significantly across GOL groups, with trendsetting highest among participants who had used mobile self-checkout. However, openness did not differ based on self-checkout experience. An interaction revealed that participants with high GOL and mobile self-checkout experience exhibited less variability in fashion trendsetting compared to those without experience. 

Keywords: Opinion leadership, Fashion trendsetting, New technology use, Openness

How to Cite:

Workman, J. E. & Lee, S., (2025) “Generalized Opinion Leadership, Domain-Specific Fashion Trendsetting, New Technology Use, and Openness”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18746