Self-Monitoring, Social Approval of Appearance and Conformity of Asian-American and Anglo-American Women: Implications for Consumer Behavior

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Abstract

A study of the differences in self-monitoring, the need for social approval of appearance, and conformity in appearance between Asian- and Anglo-American women was conducted. It was found that Asian-American subjects were significantly lower in self-monitoring but significantly higher in need for conformity in appearance than the Anglo-Americans subjects.

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Kaigler-Walker, K. (2015). Self-Monitoring, Social Approval of Appearance and Conformity of Asian-American and Anglo-American Women: Implications for Consumer Behavior. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 443–447). Springer Nature. https://doi.org/10.1007/978-3-319-17323-8_97

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