Applying Rogers' theory of diffusion of innovations to examine older females' perceptions of size labels for apparel

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Scholz, Carolyn Elaine
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This research applied Rogers' theory of the diffusion of innovations to examine 42 older women's responses to three ways of communicating information about apparel size: a numerical code only, a hang tag containing body measurements which were not representative of older women, and another hang-tag which did contain representative measurements. Older women, aged 55 to 93 years, were interviewed to ascertain their satisfaction with the numerical code, impressions o the two hang-tags, relative advantage of the hang-tags, and attitude toward them. Results showed that older women were not clearly satisfied or dissatisfied with the numerical code. Satisfaction with the numerical code was not correlated with the perceptions of relative advantage of or attitude toward the two Hang-tags which bore body measurement information. Perceptions of relative advantage of the hang-tags were correlated with attitude toward them. Older women responded more favourably to and formed more positive attitude toward the hang-tag containing body measurement information which was not representative of older females.