APPAREL PROMOTION FOR WOMEN AND MODEL AGE IN RELATION TO SOURCE CREDIBILITY, INTERPERSONAL ATTRACTION AND PURCHASE INTENT

The study was designed to test if age similarity between a female source and a female receiver was (1) relevant for the receiver in affecting source attitudes of Perceived Similarity, Interpersonal Attraction and Source Credibility, and (2) influential in affecting a receiver's Purchase Intent.; A counterbalanced design was used; two major variables were investigated, Respondent and Model Ages. Two categories were used for Respondent Age: younger (46 years or under) and older (over 46 years of age). Model ages were about 25 and 55 years old; three models were used at each age level. A respondent viewed an older and younger model; one wore a suit, the other a coat. Ninety-six female consumers (48 per age group) were recruited from customer intercepts at a specialty shop. Each subject completed three questionnaires: two identical source evaluations (including Purchase Intent) and a psychographic/demographic measure. The source evaluation questionnaire had three components: Perceived Similarity; Source Credibility (two dimensions, Trustworthy Friend and Glamorous Dynamo); and Interpersonal Attraction (Physical and Social Attraction). A younger and an older model's photograph was attached to one or the other source evaluation instrument. A randomized plan was used to administer the test instruments. The psychographic measure compared the younger and older subjects on (1) Use of Fashion Promotions and Clothing Interest, (2) Ease of Selection and Shopping for Clothing, (3) Interest in Physical Appearance, and (4) Satisfaction with Age.; Statistical procedures included analysis of variance, t tests and Kuder-Richardson Reliability (Formula 8) test. Reliability coefficients ranged from .71 to .86 for source evaluation instruments and from .54 to .75 for the psychographic variables.; Age similarity was expected to result in greater perceived source-receiver similarity (Hypothesis 1). The hypothesis was partially supported since perceived source-receiver simililarity was significantly greater when source and receiver were both older but not when they were both younger.; Source credibility ratings were predicted to be higher when source and receiver were similar than dissimilar in age (Hypothesis 2). Significantly higher ratings occurred for Trustworthy Friend credibility for older receiver/older source and for younger receiver/older source. For Glamorous Dynamo credibility older receiver/younger source condition resulted in a significantly lower mean score. Therefore, Hypothesis 2 was partially supported.; Hypothesis 3 stated that liking for the source would be greater when source and receiver were similar than dissimilar in age. Only the Social Attraction dimension resulted in a significantly higher mean score and that was the older receiver/older source condition.; Age similarity was expected to affect Purchase Intent (Hypothesis 4). However, no significant differences occurred in Purchase Intent for any treatment conditions.; For the four psychographic variables, mean scores were somewhat higher for younger women than for older women. For Use of Fashion Promotion and Clothing Interest, and Interest in Physical Appearance, mean scores for the older women were approximately 4 on a scale of 1 (low) to 5 (high) indicating that older women are interested in the variables although to a lesser degree than younger women.; Decision-makers in the apparel industry should consider the use older models in apparel promotion situations, especially since projected government statistics indicate that the over 45 year old female population will increase substantially between 1985 and the year 2000.