Research: Fashion conformity among university students.

CHAPTER 1

1.0 INTRODUCTION

“We are half ruined by conformity but we should be wholly ruined without it”, asserts Weinberg. This analytical research was to investigate the psychological motivators for fashion conformity among university students.

1.1 BACKGROUND OF THE STUDY

One cannot fail to note that there is a norm in how most university students dresses like. What is of great concern are the psychological motivators that get university students to follow a certain kind of dressing which this study will highlight. Having read the previous studies on fashion conformity, there have been a number of arguments on what really motivates university students to conform to the fashion of others. Some of the included motivators highlighted are peer pressure as well as the environment.

1.2 AIMS OF THE STUDY

The group chose this topic with the knowledge that many other studies including Santor etal’s (2000) study on measuring peer pressure and conformity, have been carried out about the motivators for fashion conformity but have been over exaggerating on peer pressure and environment as some of the motivators and hardly outlining the rest. Previous studies have as well mainly focused only on activities engaged in by students after conforming and how risky they are but the intention of this research is to shade more light on what makes people change the way they dress and numerous other psychological motivators for fashion conformity taking just a change in generation for example. Generational changes have effects on group norms According to Doonan (2001), every generation laughs at the old fashions but follows religiously the new, which makes it crystal clear that a change in generations can lead to fashion conformity among university students. This research will add more knowledge to the already done studies.

1.3 DEFINITION OF KEY TERMS

a) Fashion – A popular trend, especially in dress

b) Motivator - Stimulate the interest of

c) Conform - Behave according to social convention

e) Self-efficacy - Is a belief about one’s ability to accomplish specific tasks. Bandura (1997)

f) Impression formation - The effect of forming one’s own picture

e) The self - A person’s particular nature or personality

CHAPTER TWO

LITERATURE REVIEW

2.0 INTRODUCTION

This literature review will focus on what motivates university students` conformity in terms of fashion and lifestyle as they carry out their studies. According to Maria El-Tahch (2009) college students frequently participate in reckless and exploratory behavior.

2.1 CONFORMITY

Going away to college is scary and exciting experience and one of the biggest fears on student’s mind is whether they will be accepted or rejected by others. A high level of pressure from peers paired with the strong desire to be accepted often leads to a college student experimentation of dangerous drugs and alcohol and participation in other risky behaviors. According to Teese and Bradley (2008) past research has identified peer pressure as being one of the most predictors of adolescent and young adults decision to participate in reckless behavior. . Another research by Davis focused on the interrelationship between one`s general values and clothing behavior during the most versatile stage of human life that is in college years Santor et al (2000) measured three influences on reckless behavior that all seemed to be interrelated which are peer pressure, peer conformity and popularity.

2.2 MOTIVATION

Motivation explains behavior and provides a reason for wanting to do something. Motivation for conformity among college students includes peer pressure, change of environment. Changing of lifestyles on campus provides students an opportunity to connect and make new friends and experience positive emotions (Huang et al 2010). Rolison and Scherman (2003) took a different approach from Santo et al and looked at other variables such as genetics and cognition as well as social factors. According to researches done and a few discussed above it is known that there are many different factors influencing college student’s decision to engage in reckless activities. It is also known that there is a sex difference between participation in risky behaviors. Another research by Davis focused on the interrelationship between one`s general values and clothing.................(to continue reading download the full research document here)