Symbolic Product Attributes And Emulatory Consumption: The Case Of Rodeo Fan Attendance And The Wearing Of Western Clothing

Abstract

Clothing is an ideal product for the study of emulatory consumption because it is visible, accessible, and relatively inexpensive. This study addresses the relationship between the purchase and usage of symbolic products (western clothing) and involvement with reference groups (rodeo society). Data presented are from a survey which was distributed to 1,559 rodeo fans who attended the 1991 National Finals Rodeo in Las Vegas, Nevada.