Abstract
Today, dissatisfaction with body image appears to be widespread. Few theoretical
explanations have existed on why clothing can compensate for body dissatisfaction and on
what clothing benefits are sought in relation to body satisfaction. Very limited studies exist on
the relationships between satisfaction with different body areas and clothing behavior. The
purpose of this study was to determine, for female college students, 1) the effects of body
satisfaction on clothing benefits sought, clothing attitude, and clothing behavior and 2) the
effects of importance of meeting the ideal body image on clothing benefits sought, clothing
attitude, and clothing behavior.
The sample included 177 female college students, aged 18 to 25, at Virginia Tech. To
measure the variables, an instrument was developed based on previous studies. Body-cathexis
and importance of meeting the ideal body image were measured for five areas of body parts:
head/upper body, lower body, height, weight, and torso. Clothing benefits sought had five
dimensions: fashion image, figure flaws compensation, sex appeal, self-improvement, and
individuality. The clothing attitude measure was modified from that of Shim et al. (1991).
Clothing behavior consisted of clothing preferences for fit/color/style/emphasis, satisfaction
with the fit and variety in ready-to-wear, fashion innovativeness, and shopping behavior.
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