High Heels: A Study of Personality and Fashion Conscience

Abstract

This article investigates the relationship between the use of high heels, personality traits, and fashion consciousness of adult women. The theory of consumer behavior states that the personality of the consumer is a psychological factor that affects consumer decisions, as well as the attitude towards fashion. A survey with 83 women was conducted with two questionnaires. One questionnaire was about fashion consciousness and the use of high heels, and the other utilized the HumanGuide test. The analysis used univariate and multivariate techniques with the aid of SPSS software and Partial Least Squares. The results indicate that 60% of respondents feel pain when wearing high heels. Although designers indicate that a high heel height is above 8 cm, this research indicates that women consider a high heel from 5 cm. Only 27.3% of the responders over 50 years of age use high heels over 8.5 cm. The HumanGuide proved to be useful for Marketing in the sense that the respondents had no difficulty in answering the questions. The use of high heels is mostly explained by fashion consciousness. The most influential factor was the stability of personality, individuals described as conservative, traditional, economical, stable, cautious, steady, and serious. Thus, it appears that these respondents wear high heels because they are related to an elegant traditional dress.

DOI: 10.5585/remark.v12i2.2563