ABSTRACT Within the US culture, two consumer culture ideals – namely, the body perfect and the material good life – are dominant. This study addressed the question – how are these two consumer culture ideals internalized? And, how an individual’s degree of internalization of these consumer culture ideals influence one’s fashion consumption behavior? By building on the Tripartite Influence Model, a widely used empirical model in body-image research, a research model was proposed. Data were drawn from self-reported online survey by respondents located in the US (N = 472). The proposed model was tested using structural equation modeling. All but one proposed hypotheses were supported, which explained 20% of the variance for fashion involvement construct (p <.001). Findings of the study revealed that sociocultural factors (i.e. parents, peers, and mass media) contribute to an individual’s degree of cultural ideals internalization, which in turn influences one’s level of body satisfaction and fashion consumption behavior. The findings of the study would be of interest to several entities, including social advertisers and marketers, media activists, and body image educators, among others, which are also discussed.

中文翻译：

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“我想成为美丽而富裕的人”：消费文化理想的内在化及其对时尚消费的影响

摘要在美国文化中，两种消费文化理想-完美的身体和物质的美好生活-占主导地位。这项研究解决了一个问题–这两种消费文化理想如何被内化？而且，个人对这些消费文化理想的内化程度如何影响一个人的时尚消费行为？通过在人体图像研究中广泛使用的经验模型三方影响模型的基础上，提出了一种研究模型。数据来自美国（N = 472）的受访者的自我报告在线调查。使用结构方程模型对提出的模型进行了测试。除了一个提出的假设外，所有假设都得到支持，这解释了时尚参与结构的20％的方差（p <.001）。研究结果显示，社会文化因素（例如父母，同伴，和大众媒体）有助于个人实现文化理想化的程度，进而影响一个人的身体满意度和时尚消费行为。这项研究的发现将对包括社交广告商和营销商，媒体活动家以及人体形象教育者在内的多个实体感兴趣，并对它们进行了讨论。