Diversity in product symbolism: The case of female executive clothing

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Abstract
Many social roles are associated with and identified by product symbols. Yet, frequently, there is much ambiguity among consumers regarding which products denote a given role, and the specific products which communicate desired role attributes. The study examines factors influencing the diversity of clothing symbols associated with the female executive role. A conceptual framework focusing on role‐related variables, aesthetic versus instrumental attitudes towards clothing, and information sources consulted in relation to clothing choice is developed and tested on data from a national survey of female executives.