Three and A Half Decades of Fashion Adoption Research: What Have We Learned?

This investigation identified and analyzed published studies of fashion adoption in which researchers referred to Rogers' model. Analysis revealed three salient dependent variables that researchers have investigated-leadership, innovativeness, and adoption—as well as variables that were unique to a particular study. The aggregate findings from these studies strongly suggest there is only one dependent variable involved. This may reflect the uniqueness of fashion as the object of investigation, the characteristics of primarily middle-class subjects, or problems using this model.