Creative Power of Unique Fashion: Identifiable By Others Or Exclusive For Yourself

San Young Hwang, Korea University, Korea
Nara Youn, Hongik University, Korea
Min Jung Koo, Sungkyunkwan University, Korea
We find that extraversion moderates the behavioral priming effect of unique fashion on wearers’ creativity. “Self-awareness of being in the social spotlight” mediated the relationship for extraverts wearing bluntly unique clothing and “self-awareness of own distinctiveness that others don’t notice” explained the effect for introverts wearing clothe with hidden uniqueness.
[ to cite ]:
San Young Hwang, Nara Youn, and Min Jung Koo (2016) ,"Creative Power of Unique Fashion: Identifiable By Others Or Exclusive For Yourself", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 737-737.