Vanity sizing, body image, and purchase behavior: A closer look at the effects of inaccurate garment labeling

Author

Nicole Lynn Weidner

Date Approved

2010

Degree Type

Open Access Thesis

Degree Name

Master of Science (MS)

Department or School

Technology Studies

Committee Member

Dr. Subhas Ghosh, PhD., Chair

Committee Member

Julie Becker, MA

Committee Member

Dr. Sema Kalaian, PhD.

Abstract

The purpose of this study was to investigate satisfaction of current ready-to-wear garment sizing and fit, consumer knowledge of vanity sizing, and how these variables affect body image and/or purchase behavior at retail. Survey Monkey distributed the questionnaire to 485 registered female students attending a Midwestern regional state university. Seventyeight participants began the survey, with 63 students completing the entire questionnaire. Results indicated that consumers are mostly satisfied with garment sizing and fit. They are aware of vanity sizing usage within the apparel industry; however, this does not affect their purchase behavior at retail. Since consumers are aware vanity sizing is being used, this knowledge can be factored in when shopping. Results also indicated that the garment label sometimes affected personal body image perception. Body cathexis was measured with the use of the Body Area Satisfaction Scale (BASS) and indicated that participants on average are satisfied with their bodies.

Comments

Additional committee member: Dr. Polly Buchanan, PhD.

Recommended Citation

Weidner, Nicole Lynn, "Vanity sizing, body image, and purchase behavior: A closer look at the effects of inaccurate garment labeling" (2010). Master's Theses and Doctoral Dissertations. 275.
https://commons.emich.edu/theses/275