amj Australasian Marketing Journal - ANZMAC

Fashion Clothing Involvement
10. Implications
The implications of this study are firstly that the much touted
significance of self-monitoring in effecting consumers
involvement with product such as fashion clothing may need
to be scrutinized more closely. At a practical level determining
the extent that a target market contains high or low selfmonitors
and then assuming involvement with ones visibly
consumed product and constructing appeals based on the
proposed character of the self-monitor could be misdirected
and a wasted effort. However, the materialism-involvement
link is much stronger and would indicate marketing mix
strategies based on the characteristics of the materialist and
their involvement levels are warranted. There is also a strong
need to identify key motives that drive consumption of fashion
clothing to be sure that marketing communications not
only focuses on the nature of the materialist and self-monitor
and appeal to their characteristics, but also include social
versus sensory consumption motives.
Further, assuming that high self-monitors are also highly
materialistic may again need rethinking. Whilst the findings
indicate that there is an effect on materialism by self-monitoring
it was not a strong as the literature alluded to. The findings
of this study require further exploration, particularly so
with respect to examining or re-examining the findings of past
studies. As such, much more work is warranted on self-monitoring
in a marketing context. However, if the findings of this
study hold and future studies using self-monitoring find only
moderate associations with other consumer behaviour variables
and constructs, one may exclaim self-monitoring why
all the fuss .
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