The purpose of this paper was to understand the nature, or the mindset, pertaining
to women that were the leading consumer base during World War II regarding the years
between 1935 to 1945. The theoretical framework in the research is used to illustrate the
motives behind female consumer behavior during this time period; one of the theories
included Harry Triandis’s theory of interpersonal behavior which is comprised of social
behavior relations involving the consumer field. Solomon Asch’s theory of conformity is
also utilized in this study to demonstrate the context of cultural influences among the
participants. The focus of the research was on the purchases of propaganda textiles which
consist of any clothing item or cloth that adorned the body that had political or military
inspiration.
This study included a mixed methods analysis containing a holistic view that
encompassed past and present explanations that surround cultural influence pertaining to
consumerism, then subsequently relating these theories and ideas to a past cultural
experiences concentrating on World War II. It was found that the participants did support
propaganda textiles on a small scale; for example, buying USO scarves, even though the
women did not refer to these items as propaganda textiles. Fashion choices relating to
conformity of what their peers were wearing, such as the use of leg paint, as well as
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certain items being rationed during the war were significant themes that emerged from
the respondents interviewed.
This research provides further comprehension into future studies relating to
fashion and times of conflict or war pertaining to women. This study was limited to
women living mostly in the South-East Ohio region. Further study would include women
from more geographical diverse areas as well as researching different generations of
women during times of conflict