Susceptibility of consumers to normative and informational influences in selecting colors for apparel

An 1989 scale by Bearden, Netemeyer, and Teel was employed for measurement of consumers' susceptibility to interpersonal influences regarding selectio n of apparel color. Findings confirmed a two-factor solution of normative a nd informational influences with a sample of 313 college students. Responde nts mere susceptible to informational influences but not normative influenc es when considering the importance of apparel color in purchasing decisions . Both normative and informational influences significantly correlated with respondents' following of color trends. Men and women did not differ signi ficantly in their susceptibility to normative influences, but men were less susceptible to informational influences than women. Men's scores were sign ificantly lower than those of women on color's importance and following of color trends in buying apparel.