Title

Body modifications and young adults: Predictors of intentions to engage in future body modification

Document Type

Article

Publication Date

1-1-2010

Publication Title

Journal of Retailing and Consumer Services

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. © 2009 Elsevier Ltd. All rights reserved.

Department

Management, Marketing, and Logistics

Volume Number

17

Issue Number

1

First Page

80

Last Page

87

DOI

10.1016/j.jretconser.2009.10.002

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