DISSERTATION

CHAPTER 4.1
PSYCHOLOGY
46
This relates to the ‘Social Learning Theory’.
Social learning theory is the integration of
psychology and the fashion industry. It assists in
developing results in one’s perception of self and
their behaviours, plus targets objectives within
the business model.
In this case, environmental influences presented
in media can impact the behaviour of an
audience. Interestingly, this theory correlates with
environmental factors in fashion through social
norms, communities or influences on others.
For instance, friendship groups - two or more
individuals who share similar characteristics with
mutual interests, interacting together - take effect
of this. They tend to follow one another to fit in,
often subconsciously generating cloned styles.
life and makes it more attractive...’. (Konig,
1973) The author goes into how the illusion of
appealing fashion can be a ‘powerful stimulus
to the economy’, but eventually leading to
‘moral decay’. Konig moves onto describing the
behavioural spectrum to be determined by sociocultural
factors. He relates his opinions to social
environments influencing behaviours.
‘Our daily lives are hedged in the abundance
of social rule and standards’. Fashion media
is its own environment, therefore, those who
are associated with it are exposed to the
impacts of it, which consequently alters their
behaviour according to these influences. Thus,
demonstrating the Social Learning Theory
principles.
‘For some, fashion opens up diversities of
PERSONAL FACTORS
- Feelings
- Expectations
- Attitudes
ENVIRONMENTAL FACTORS
- Social Norms
- Community
- Influence on Others
HUMAN
BEHAVIOUR
BEHAVIOURAL FACTORS
- Skills
- Practice
- Self-efficiency