ABSTRACT
The present study investigates how Locus of Control affects the various Indicators related to Clothing Preferences across Young Adults specifically in Delhi-NCR region in India, which surveyed hundred purposively sampled students from Delhi-NCR Institutions. Using Rotter's Locus of Control Scale and the Clothing Preference Scale, which measured four Clothing Preference Indicators: Appearance, Experiment, Identity, and Media. Pearson's Correlation and Linear Regression Analyses portrayed that Locus of Control was significantly positively associated with Media and Appearance, and significantly negatively associated with Experiment and Identity Indicators, respectively. Regression coefficients ranked Media as the strongest predictor of Locus of Control, followed in descending order by Experiment, Appearance, and, least significantly, Identity. These results indicate that young adults resembling External Locus of control are most strongly influenced by media driven style choices as they get easily lured by the social media platforms.
