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

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.