Uncovering and Understanding the Influence of Repeated Exposure on Fashion Products Adoption

Abstract

During their decision process, consumers interact with their social environment and consider others’ judgments, especially for fashion items purchases. Prior research explained how consumers become accustomed to new products and form positive perceptions. The adoption of fashion products may challenge this current knowledge because the essence of fashion is constant change. We study the impact of repeated exposures on adoption for followers in this context, in which the products change repeatedly. To assess the relevance of repeated exposures, we complement the literature review with qualitative exploratory study. This analysis suggests that repeated exposure enables followers to become more familiar to fashion items, and to consider them for purchase.