Consumer Use of Label Information In Ratings of Clothing Quality and Clothing Fashionability

In two simulated "shopping" tasks college female subjects rated four white blouses on quality and fashionability. Subjects obtained information needed to make these ratings from an information display board. Content analysis of the information selected indicated that subjects disregarded about half the available information when making the ratings. Style and price were the most sought pieces of information. The 100% cotton designer label blouse was rated higher in quality and fashionability than the other blouses, although the blouses were consistent across construction quality and styling. The use of the behavioral process technique for investigating pre-purchase information search behavior for clothing is discussed.

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