Three themes may be drawn from the interviews. First,
adolescent girls identify stereotypes among their peers
and then develop store stereotypes based on perceptions of the stores’ customers. Second, they develop
and acknowledge judgments of others’ appearance
and/or clothing based on these stereotypes (people
and stores shopped in). Third, the girls use these stereotypes (based on peer group association) to identify with
stores (forming store imagery in the process) and to
make decisions as to what stores to associate with ingroup stores) or to avoid (out-group stores).