Reading advertising and "writing" identity

Various studies have looked at self-monitoring as a mediator in the persuasion of message appeals, but there has been little attempt to disaggregate the 'reading' and 'writing' factors in this scale in order to explore the different approaches of high and low self monitors to fashion brands. In this study of 635 young men and women self-reported ownership of the main fashion brand is compared to the main store brand and perceptions of both are analysed according to personality factors based on completion of a modified self-monitoring scale. The paper concludes that while there are no differences in decoding meanings between high and low self monitors (the 'reading' skill is cognitive rather than psychological), high self monitors have a propensity to conform to the identity depicted in ads and therefore enlist their 'writing' skills to modify their self-presentation by buying the branded product. People with high sensitivity to fashion codes but low motivation to conform appear to need their 'reading' skills to avoid unwanted associations.