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Many apparel brands that sell clothes online try to convince consumers that they cannot "live without" the latest fashion accessory because it is integral to communicate to the world about how trendy they are and how they keep up with latest fashions. For the consumers who view themselves as trendsetters, this tactic often works wonders. Which aspect best explains this process of attitude formation?

A. Imagined experience
B. Reasoning by analogy
C. Values-driven attitude
D. Social identity-based attitude

1 Answer

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The process of attitude formation that explains the effectiveness of convincing consumers to view fashion accessories as integral for communicating their trendiness is best explained by the concept of Social identity-based attitude.

The concept of Social identity-based attitude provides insight into the process by which consumers form attitudes based on their self-perception and social identity.

In this case, consumers who view themselves as trendsetters have a strong identification with the fashion-forward and trendy image. They perceive fashion accessories as integral to communicating their social identity and fitting into their desired social group.

By associating the latest fashion accessory with being trendy and keeping up with the latest fashions, apparel brands tap into the consumers' desire to maintain and enhance their social identity.

The perceived need to communicate their trendiness becomes a significant factor in influencing their attitudes towards the fashion accessory. This process relies on the consumers' self-perception and their motivation to align with their desired social group, reinforcing their belief that they cannot "live without" the accessory.

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