Social and Psychological Aspects

Fashion Involvement, Gender, Vanity, and Locus of Control  

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Abstract

The purpose of this study was to examine relationships among fashion involvement, gender, vanity (concern and view), and LOC. Specifically, the study aimed to examine how fashion involvement and gender, both independently and interactively, influence individuals' levels of vanity and LOC, contributing to a more comprehensive understanding of personality-driven fashion behavior. Participants were college students in the US (123 men and 190 women). Findings indicate that women and consumers with higher fashion involvement were higher in vanity concern but lower in vanity view. Further, women exhibit a more external locus of control compared to men. From a theoretical standpoint, this study displays the importance of integrating personality constructs like vanity and locus of control into fashion consumer behavior models. From a managerial perspective, marketers and fashion brands can tailor strategies to better engage women and fashion-involved consumers using knowledge of consumers’ psychological orientations and gendered patterns of vanity.

Keywords: Fashion Involvement, Vanity, Locus of Control

How to Cite:

Workman, J. E., Lee, S. & Liang, Y., (2025) “Fashion Involvement, Gender, Vanity, and Locus of Control  ”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.22041