Social and Psychological Aspects

"I Want to Be Beautiful and Rich:" Consumer Culture Ideals Internalization and their Influence on Fashion Consumption

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Abstract

Modern consumer culture is dominated by two ideals—the body perfect and the material good life. Mass media is replete with depictions of these two ideals, often portrayed in conjunction. In recent years, the role of these two cultural ideals' influence on individuals has been explored. For example, it was found that internalization (i.e., cognitively buying into the belief) of the body perfect and the material good life ideals are detrimental to individuals' well-being in general. Therefore, the present study explored the influence of the body perfect and material good life ideals' internalization on consumption behavior - specifically, fashion consumption behavior. Additionally, the study also examined potential sociocultural antecedents that may contribute to internalization of these cultural ideals.

How to Cite:

Manchiraju, S. & Damhorst, M. L., (2016) “"I Want to Be Beautiful and Rich:" Consumer Culture Ideals Internalization and their Influence on Fashion Consumption”, International Textile and Apparel Association Annual Conference Proceedings 73(1).