STUDENTS' PERCEPTIONS OF BODY ART: IMPLICATIONS FOR MARKETING MANAGERS

The primary purpose of this study was to assess the extent to which attitudes among a current sample of college students regarding persons with body art may differ from those reported approximately ten years previous. Using the same instrument and general sampling procedure as in an earlier study, a...

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Bibliographic Details
Published in:Global journal of management and marketing 2018-06, Vol.2 (1), p.87-106
Main Authors: Totten, Jeff W, Lipscomb, Thomas J, Paprzycki, Peter, Atkin, JoAnn L
Format: Article
Language:English
Subjects:
Baby boomers
Body art
Body piercing
Brain research
College students
Consumer research
Deviance
Dress codes
Employees
Marketing
Marketing executives
Marketing management
Millennials
Polls & surveys
Retail trade
Sampling
Sex discrimination
Social aspects
Stereotypes
Stereotypes (Psychology)
Student attitudes
Students
Tattoos
Universities and colleges
Women
Young adults
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Summary:The primary purpose of this study was to assess the extent to which attitudes among a current sample of college students regarding persons with body art may differ from those reported approximately ten years previous. Using the same instrument and general sampling procedure as in an earlier study, a survey was conducted resulting in a geographically dispersed sample of 434 respondents ranging in age from 18 to 49 years. Although it may have been expected that variations in the obtained sample from the earlier one as well as the passage of time would result in differences in attitudes, such was not the case. Exploratory Factor Analysis revealed that the factor structure inherent in the present data was virtually identical to that reported in the earlier study. Although there are relatively minor differences, overall the pattern of attitudes and stereotypes toward persons with body art are quite similar to that reported in the earlier study. Specific similarities and differences between the two data sets and their implications for marketing management are discussed.
ISSN:2574-044X
2574-0458
DOI:10.47177/GJMM.02.01.2018.087