"I Want to Be Beautiful and Rich:" Consumer Culture Ideals Internalization and their Influence on Fashion Consumption
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The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.
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Modern consumer culture is dominated by two ideals—the body perfect and the material good life. Mass media is replete with depictions of these two ideals, often portrayed in conjunction. In recent years, the role of these two cultural ideals' influence on individuals has been explored. For example, it was found that internalization (i.e., cognitively buying into the belief) of the body perfect and the material good life ideals are detrimental to individuals' well-being in general. Therefore, the present study explored the influence of the body perfect and material good life ideals' internalization on consumption behavior - specifically, fashion consumption behavior. Additionally, the study also examined potential sociocultural antecedents that may contribute to internalization of these cultural ideals.