I began with a half dozen depth interviews and a small scale student survey involving ideas about footwear. This paper draws on portions of two studies conducted in 19 in Salt Lake City, Utah. Shoes appear as a key vehicle through which adolescents and young adults work out issues of identity, individualism, conformity, lifestyle, gender, sexuality, ethnicity, and personality. For adolescents, shoes are a key signifier of their identities, and the shoes they desire often conflict what their parents regard as appropriate. Shoes are seen by most of those studied as revealing age, sex, and personality and as creating moods and capturing memories. But far more commonly, shoes are seen as highly significant articles of clothing that are regarded as expressing the wearer's personality and perhaps as even capable of magically transforming them into beautiful, handsome, happy, confident, or heroic people. study the impression is accurate-buying, wearing, caring for, and disposing of shoes is for them a necessity with which they concern themselves as little as possible. For some of the people included in this U.S. 13).Īn initial impression might well be that there is no more ordinary and unremarkable consumption object than shoes.
#SHOE IMPRESSION EVIDENCE INTERVIEW SKIN#
They seem to have the magic power to make you into someone else, someone without skin problems, someone without thin hair, someone without a horsy laugh. Shoes hint that attaining those things is just as easy as slipping them on your feet. They stand for everything you've ever wanted: glamour, success, a rapierlike wit, a date with the Sex God of your choice, Barbie's wedding dress. They are candy for the eyes, poetry for the feet, icing on your soul. How lovely are thy feet with shoes, oh prince's daughter (Song of Solomon 7:1) Not only is footwear an extension of self, it also acts as a repository of memory and meaning in our lives. Among the magical transformations we attribute to shoes is their ability to supercharge our athletic performance. Shoes affect our perceptions of others and our perceptions of self, including our passage into adulthood. The study finds strong gender differences, with women being more alert to the symbolic implications of shoes than men. Rook, Valdosta, GA : Association for Consumer Research, Pages: 27-33.Īdvances in Consumer Research VolPages 27-33īased on questionnaires, observations, and interviews in 19, it is clear that to most Americans, their footwear is an extension and expression of themselves. Belk (2003) ,"Shoes and Self", in NA - Advances in Consumer Research Volume 30, eds.
ABSTRACT - Based on questionnaires, observations, and interviews in 19, it is clear that to most Americans, their footwear is an extension and expression of themselves.
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