Presentation made for my Marketing Research class at the John Molson School of Business. (MARK 302/ Autumn 2013)

3. INFORMATION OVERLOAD IN
THE CONTEXT OF APPAREL,
EFFECTS ON CONFIDENCE,
SHOPPERS ORIENTATION
AND LEADERSHIP
(JULIE V. STANTON AND DIANE M. PAOLO
2012)

4. HYPOTHESES
H1
Consumer confidence regarding apparel purchases will
be adversely affected by consumer perceptions of
information overload.
Higher perceptions of information overload will be
correlated with negative or utilitarian shopping
orientations while lower perceptions of overload will be
correlated with more positive shopping orientations.
H2

5. HYPOTHESES
H3
More exposure to fashion information will increase
clothing purchasing.
Being a trendsetter or a follower in a social group will
affect their apparel purchases positively.
H4

6. MODELS
PERCEPTION OF
INFORMATION
SHOPPING
ORIENTATIONS
HYPOTHESIS 1
CONFIDENCE
HYPOTHESIS 2

7. MODELS
HYPOTHESIS 3
HYPOTHESIS 4
EXPOSURE
SOCIAL STANDING
APPAREL PURCHASE

8. LITERATURE REVIEW
METHODOLOGY
&

9. LITERATURE REVIEW
INFORMATION EXPOSURE AND APPAREL PURCHASING
Purchase decision process leads to:
• Problem recognition
• Information search
• Evaluation of alternatives
• Purchase
• Post-purchase evaluation

10. LITERATURE REVIEW
INFORMATION EXPOSURE AND APPAREL PURCHASING
Type of techniques to inform shoppers:
• More visual and verbal information
• Attitudes and purchase intentions  More positive
• Bigger images leads to higher purchase intentions
• Smaller images leads to lower purchase intentions

11. LITERATURE REVIEW
TRENDSETTER VS. FOLLOWERS APPAREL PURCHASES
Trendsetters according to Summers:
• Higher income
• Higher education
• Social involvement
• Media influence
• Higher budget allocated to apparel

12. LITERATURE REVIEW
TRENDSETTER VS. FOLLOWERS APPAREL PURCHASES
•
Buy at different locations
•
Impulsive
•
Budget allocation
•
Different online shopping habits

13. LITERATURE REVIEW
OVERALL
Trendsetters:
• Interest in fashion
• Impulsive buying behavior
• Buy trendy apparel to be “up-to-date”
• Buy at specialty stores or department stores
Followers:
•
No interest in fashion
•
Follows budget
•
Buy apparel to “fit in”
•
Buy at discount stores

14. COLLECTION OF PRIMARY AND SECONDARY DATA
• Replicate a study
• Create two new related hypotheses in order to
compare findings and add to previous
research
SECONDARY DATA:
Databases
PRIMARY:
Survey  Quantitative Data
METHODOLOGY
GOALS:

15. SAMPLING
•
Convenience
No Specific Emphasis On Gender
•
Participants
18-20
21-23
24-26
27+
Sample size: 50 Students
METHODOLOGY
•

17. SEVEN FACTORS

18. Sample Question:
(Q1C): I feel more ____ when I inform myself on
apparel.
Sample Question:
(Q2B): There are so many places to find out fashion trends that it
makes me overwhelmed.

19. Sample question:
(Q3F): Shopping itself is an enjoyable activity regardless of whether I
buy something or not.
Sample question:
(Q4E): I constantly see apparel advertisement.

20. Sample question:
(Q5B): I buy what I see in ads.
Sample question:
(Q6C): If you and your friends were to discuss fashion, what role would you be
most likely to play?
(Q6H): I do not want to be the first person to be wearing something unusual.

21. apparel purchase
Sample question:
7
(Q7): I get ideas from what the people are wearing and I will look
for something similar.

22. “Consumer confidence regarding
apparel purchases will be adversely
affected by consumer perceptions of
information overload.”
H1
FIGURE 1.A COEFFICIENTSA HYPOTHESIS 1
Model
B
Std. Deviation
Beta
t
Sig.
Perception
Of
Information
0.011
0.048
0.033
0.228
0.821
*data generated from SPSS*

23. “Consumer confidence regarding
apparel purchases will be adversely
affected by consumer perceptions of
information overload.”
H1
FIGURE 1.C CORRELATIONS HYPOTHESIS 1
Shopping
Confidence
Perception
Of Information
Person Correlation
0.033
Sig. (Two-tailed)
0.821
*data generated from SPSS*

24. H2
“Higher perceptions of information
overload will be correlated with
negative or utilitarian shopping
orientations while lower perceptions
of overload will be correlated with
more positive shopping orientations.”
FIGURE 2.A COEFFICIENTSA HYPOTHESIS 2
Model
B
Std. Deviation
Beta
t
Sig.
Perception
Of
Information
-0.001
0.100
-0.002
-0.011
0.991
*data generated from SPSS*

25. H2
“Higher perceptions of information
overload will be correlated with
negative or utilitarian shopping
orientations while lower perceptions
of overload will be correlated with
more positive shopping orientations.”
FIGURE 2.C CORRELATIONS HYPOTHESIS 2
Perception
Of Information
Shopping
Orientations
Person Correlation
-0.002
Sig. (Two-tailed)
0.991
*data generated from SPSS*

26. “More exposure to fashion
information will increase clothing
purchasing.”
H3
FIGURE 3.A COEFFICIENTSA HYPOTHESIS 3
Model
B
Std. Deviation
Beta
t
Sig.
Exposure
To
Information
-0.077
0.100
-0.065
-0.169
0.241
*data generated from SPSS*

27. “More exposure to fashion
information will increase clothing
purchasing.”
H3
FIGURE 3.C CORRELATIONS HYPOTHESIS 3
Purchasing Habits
Exposure to
Information
Person Correlation
-0.169
Sig. (Two-tailed)
0.241
*data generated from SPSS*

28. H4
“Being a trendsetter or a follower in a
social group will affect their apparel
purchases positively.”
FIGURE 4.A COEFFICIENTSA HYPOTHESIS 4
Model
B
Std. Deviation
Beta
t
Sig.
Social
Standings
0.302
0.065
0.554
4.616
0.000
*data generated from SPSS*

29. H4
“Being a trendsetter or a follower in a
social group will affect their apparel
purchases positively.”
FIGURE 4.C CORRELATIONS HYPOTHESIS 4
Apparel Purchase
Social Standings
Person Correlation
0.554
Sig. (Two-tailed)
0.000
*data generated from SPSS*

30. H4
“Being a trendsetter or a follower in a
social group will affect their apparel
purchases positively.”
FIGURE 4.B CORRELATIONS HYPOTHESIS 4
Model
R Square
1
0.307
*data generated from SPSS*

31. TYPE OF DATA COLLECTION METHOD
LIMITATIONS

32. LIMITATIONS
AGE: 18-27
PARTICIPANTS: Only students
attending JMSB
GENDER: Not specific
Cannot represent the
population as a whole

33. LIMITATIONS
PARTICIPANTS COMPLETED
SURVEYS RAPIDLY
DESIGN FLAW: Lack Of A Positive Or
Negative End Of Scale
DISCREPANCY WITH SPSS
QUANTITATIVE DATA ONLY

34. LACK OF OBSERVATIONAL AND
EXPERIMENTAL DATA COLLECTION
METHODS
RESPONSE BIAS
TYPE OF DATA COLLECTION METHOD
LIMITATIONS
HYPOTHESIS TESTED:
General
Failed to go in depth to
focus on a specific topic
within the hypothesis

35. • Replicated hypotheses did not yield the same results
• Sample size is not representative
• Marketers must go big or go home
• An overload of information makes consumers less inclined to purchase
CONCLUSION