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

Share Proceeding

Featured papers

See More


I6. How Does Runner’s World Shape a Runner’s World? Understanding Representations of the “Ideal” Female Body in Fitness Advertising

Carly Drake, University of Calgary, Canada
Scott Radford, University of Calgary, Canada

Read More


Want to Stick to Your Goals? Think about “Dissimilar” Alternatives that You’ve Forgone!

Hye-young Kim, University of Chicago, USA
Oleg Urminsky, University of Chicago, USA

Read More


Q6. Online Social Status Predicts Subjective Well-being: a Two Population Study

Rui Du, University of Hawaii, USA
Miao Hu, University of Hawaii, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.