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The purpose of this study was to examine how a client’s perceived similarity to (homophily) and differences (heterophily) from a stylist impacts adoption of a fashion message. The stylist or appearance consultant is a significant influencer in the fashion industry, creating new looks and sellable fashions (Shala, 2012). Appearance messages, unlike other products, can be complex given the fashion look, the individual wearer, and the various contexts where it is found (Damhorst, 1999).

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Jan 1st, 12:00 AM

Diffusion of Appearance Information from Consultant to Client

The purpose of this study was to examine how a client’s perceived similarity to (homophily) and differences (heterophily) from a stylist impacts adoption of a fashion message. The stylist or appearance consultant is a significant influencer in the fashion industry, creating new looks and sellable fashions (Shala, 2012). Appearance messages, unlike other products, can be complex given the fashion look, the individual wearer, and the various contexts where it is found (Damhorst, 1999).

 

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