Lindridge, Andrew; Cui, Charles C. and Chi, Mai
Materialism and reference group influence on the preference for Western culture through the consumption of Western branded clothing.
In: Twelfth Cross Cultural Research Conference, 12-15 Dec 2007, Honolulu.
Our paper investigates how materialism and reference group influence may affect consumers’ preference for western culture, manifesting through the consumption of western branded clothing. A questionnaire completed by 182 Taiwanese women revealed that materialism had no significant affect on their clothing brand preferences. Reference groups, however, significantly influenced Taiwanese women to purchase Western branded clothing.
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