Dress to Impress: Intrasexual Competition and Consumer Choices in Women

Freebody, Stacey (2013). Dress to Impress: Intrasexual Competition and Consumer Choices in Women Honours Thesis, School of Psychology, The University of Queensland.

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Author Freebody, Stacey
Thesis Title Dress to Impress: Intrasexual Competition and Consumer Choices in Women
School, Centre or Institute School of Psychology
Institution The University of Queensland
Publication date 2013-10-09
Thesis type Honours Thesis
Supervisor Dr Shelli Dubbs
Total pages 58
Language eng
Subjects 1701 Psychology
Abstract/Summary Not only does clothing influence stranger opinion, it also assists individuals, women in particular, compete against potential sexual rivals. This thesis explores outfit choices women make as a result of intrasexual competition and how much they spend on these outfits. Clothing choices of women high in intrasexual competition were predicted to be more revealing and sexy compared to those lower in intrasexual competition. Intrasexual competition was primed through use of gender ratio manipulated nightclub advertisements. Participants included 204 women (M = 26.96, SD = 7.69) who completed the study online. Intrasexual competition was measured on the Buunk & Fisher (2009) scale of intrasexual competition. Nightclub advertisements were presented to participants in the aim of priming intrasexual competition, and differing in the suggestion of either a majority of males at the club or a majority of females. This implied gender ratio was made through text and presentation of nightlife social photos. Participants were then asked to pick an outfit they would choose to wear to the nightclub from a pre-rated selection of garments, and were asked how much they would be willing to spend on that garment. Intrasexual competition predicted greater likelihood of choosing a sexy outfit, p = .008. Higher levels of intrasexual competition predicted greater likelihood of choosing a revealing outfit, p = .001. Club condition was not found to be a significant predictor of either revealing or sexy outfit choice. There was indication that higher levels of intrasexual competition predicted more money spent on outfit, p = .044, but the regression model was not completely supported. It is suggested that intrasexual competition does influence clothing women want to wear and the amount of money they are willing to spend. Results demonstrate important practical implications, and are discussed.
Keyword intrasexual competition
consumer choices

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Created: Tue, 01 Jul 2014, 08:46:55 EST by Danico Jones on behalf of School of Psychology