Date of Award

Summer 1992

Degree Type

Thesis - Restricted

Degree Name

Master of Arts (MA)



First Advisor

Scotton, James

Second Advisor

Pokrywczynski, James

Third Advisor

Thorn, William


Testing of the Fishbein-Ajzen theory of reasoned action is conducted to examine its relevance to advertising effects on jeans-wearing behavior. The stimuli which are often at the heart of interest in fashions can be found in fashion magazine advertisements. These often impose ideas that wearing certain clothing items will lead to specific benefits or outcomes. Another message inherent in ads also suggests the popularity of clothing items, that they are worn by several others. In an experimental setting, exposure of subjects to specific ads helps to explore affect on behavioral beliefs and normative beliefs. According to theory, beliefs act as catalysts which set off a chain of responses, leading to a behavior. With this in mind, there is also an examination of the role and relations of each component of the Fishbein-Ajzen model.