Approach and Avoidance Behaviours in the Symbolic Consumption of Clothing
Clothing is central to identity creation because it provides an important communicative device to display tastes and distastes. Two motivating functions for individuals’ symbolic consumption of clothing are social identification, which is usually associated with approach behaviours (and tastes); and distinction, usually associated with avoidance behaviours (distastes). Distastes lead to the rejection of goods and brands in order to avoid negative symbolic consumption. An important concern for our participants was to minimize negative communication on the basis of their clothing; and this was a stronger driving force than the desire to maximize the positive communications associated with their choice of clothing.
Emma N. Banister, Margaret K. Hogg, Alain Decrop, and Dominique Roux (2005) ,"Approach and Avoidance Behaviours in the Symbolic Consumption of Clothing", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 453-456.
Emma N. Banister, Lancaster University Management School, U.K.
Margaret K. Hogg, Lancaster University Management School, U.K.
Alain Decrop, FUNDP, University of Namur, Belgium
Dominique Roux, University Paris XII, France
E - European Advances in Consumer Research Volume 7 | 2005
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