The purpose was to investigate the association of fashion consumer groups' scores on sensation seeking and clothing individuality. Fashion innovators are expected to be sensation seekers and to use clothing to express their individuality. 142 undergraduate students were administered Hirschman and Adcock's Measure of Innovativeness and Opinion Leadership, Zuckerman's Sensation Seeking Scale, and the Creekmore Clothing Interest Scale. Analysis showed that there was a significant mean difference between fashion innovators and fashion followers as sensation seekers and in using clothing to express individuality. Results suggest that fashion innovators may have a greater need for experiences than do fashion followers.
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