This study investigates personality facets and demographics as predictors of the following fashion adoption categories: fashion innovation, fashion opinion leadership, and fashion opinion seeking. Everett Rogers’ ideal types and the Five Factor Model are the theoretical frameworks applied in the study. Data are collected via a mailed questionnaire returned by 285 participants in the United States. Regression results demonstrated that income is a significant positive predictor for fashion innovativeness.
Additional findings showed that gender as well as the personality facets of actions and achievement striving are significant predictors for fashion opinion leading. Age, gender, education, and the personality facet of deliberation are significant predictors for fashion opinion seeking. In the present study, there is no overlap among the variables found to be significant predictors of fashion innovation, fashion opinion leading, and fashion opinion seeking. The results imply that neither personality nor demographics are the common characteristics between any two of the three adoption categories. Implications for future research on fashion adoption categories are discussed.
