The influence of others and self-dressing style on consumer behavior: An interpretation based on regulatory focus theory

Abstract: This paper constructs a model framework based on regulatory focus theory to investigate the impact of formal and casual clothing styles on consumer psychology and behavior. This article proposes that from the observer's perspective, consumers exhibit a promotional response through the following three motivational characteristic dimensions when others dress formally (vs. casually): attention to benefits, positive emotional experience, and representation of ambitious goal states. This paper further proposes that from the observer's perspective, consumers also exhibit a preventive response through the following three motivational characteristics dimensions when others wear formal attire (vs. casual attire): paying attention to threats, experiencing negative emotions, and adopting vigilant behavior strategies. From the perspective of the wearer, this paper argues that consumers themselves exhibit a promotional response through three motivational characteristic dimensions when consumers wear formal attire (vs. casual attire): ideal self orientation, representation of ambitious goal states, and positive emotional experience. Finally, this paper argue that from the perspective of the wearer, consumers also exhibit preventive responses through three motivational dimensions: negative outcome focus, responsibility self orientation, and safety needs when dressing formally (vs.casual attire). In the above process, self-construction, involvement, self-monitoring, and environmental norms play a regulatory role by influencing the characteristic state of regulatory orientation.Future research can move forward the current paper from the following perspectives: 1) explore the interactive effects of idiosyncratic and situational regulatory orientations on consumer attire responses; 2) use regulatory orientation theory to explain the impact of other types of clothing on consumer behavior; 3) explore the variables that could moderate the effect of clothing style on consumers’ promotional orientation and their prevention orientation; and 4) explore other consumer-related consequences of clothing style.