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Social comparison orientation and subjective perception of fashion
 
PIIS020595920015131-0-1
DOI10.31857/S020595920015131-0
Publication type Article
Status Published
Authors
N. Artemtseva 
Occupation: Senior Research Associate
Affiliation: Institute of Psychology, Russian Academy of Sciences. Laboratory of Cognitive Processes and Mathematical Psychology
Address: Moscow, Yaroslavskaya str., 13, bldn. 1
E. Samoylenko
Occupation: Chief researcher, laboratory of cognitive processes and mathematical psychology
Affiliation: Institute of Psychology, Russian Academy of Sciences
Address: Yaroslavskaya St., 13
Journal namePsikhologicheskii zhurnal
EditionVolume 42 issue 3
Pages16-26
Abstract

The article concerns relationship of indicators of social comparison orientation and appearance comparison orientation with the peculiarities of subjective attitude to fashion. Social comparison orientation was assessed with the ROOSS questionnaire, appearance comparison orientation – with the PACS-R, and subjective attitude to fashion – with the SHOM scale. The study involved 166 Moscow students receiving education in psychology, commodity science, management and service, sociology, economic security, and art history. The hypothesis was that the attitude to fashion, which sets the constantly changing norms of appearance design in a certain socio-cultural context, is interconnected with how much a person is inclined to social comparison. It was found that the higher were the orientation toward comparison in appearance, the general orientation toward social comparison, as well as specific types of orientation toward comparing oneself with acquaintances and strangers, the higher was the attitude toward fashion as a multidimensional sociocultural phenomenon. It was revealed that indicators of appearance comparison orientation, of social comparison orientation and its subtypes are interrelated with assessments concerning a number of specific statements reflecting attitudes toward fashion. The largest number of statistically significant relationships was found for participants representing the sociology and management and service specializations.

Keywordssocial comparison orientation, appearance comparison, psychology of fashion
AcknowledgmentThe study was carried out within the framework of the State Assignment, project № 0138-2021-0006. Ministry of Science and Higher Education of the Russian Federation
Received28.05.2021
Publication date12.06.2021
Number of characters25075
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