Abstract
The current study employs the theory of extended self to examine fashion leadership and its predictive value of intention to engage in body modification behavior. Data were collected using a survey. Participants included 454 students from two universities located in the southern United States. Findings identify new relationships among vanity, impulsiveness, market maven and reveal a significant, but weak, relationship between fashion leadership and future intentions. The strong relationship between previous behaviors and future intentions indicates that college students who previously engaged in body modification are likely to repeat the behavior. The current findings offer management new insight as to the importance of and motivations to engage in body modification.
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