Abstract
AbstractFashion change agents and fashion followers differ in their need for mental stimulation. Within a context of fashion diffusion theory, this study examined the effects of locus of control and fashion consumer group on three attributes linked to mental stimulation – boredom proneness, intrinsic enjoyment, and boredom coping. For this US sample of young women, an internal locus of control orientation was associated with a higher level of fashion innovativeness and opinion leadership. Fashion change agents, with either an internal or external locus of control orientation, and fashion followers with an external locus of control orientation, were similar in their heightened ability to entertain themselves (internal stimulation). Fashion followers with an external locus of control orientation were less able to entertain themselves than the other three groups.
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