Adolescent attitudes toward designer jeans: further evidence

The classical conditioning theory of learning was used to predict the attitudes of junior high students toward spending for designer jeans. Two groups of junior high (mean age = 13.3 years) home economics students (N = 44) viewed and responded to four slides of designer or status jeans and four slides of nondesigner jeans. In addition, half the subjects were exposed to designer hangtags, and half were not. Thus, the design of the experiment was a mixed model two X two analysis of variance. In accord with recent research on designer jeans, it was predicted and found that junior high students were likely to say that in comparison to the nondesigner jeans, they would spend more for the designer jeans, select them more often as gifts, and purchase them more often for themselves. It also was found that the junior high students were more likely to say they would select a pair of jeans as a gift when the hangtags were present but were more likely to say they would purchase the jeans for themselves in the absence of the hangtags. There were no interactions. Classical conditioning theory is used to explain the results and to offer avenues for further research.