Daughters can be considered important social role models for middle‐aged mothers in fashion communication such as the clothing purchase or conformity. This study explores antecedents (trust in daughters as fashion informants and internalized social pressure for appearance management) and outcomes (solidarity between mother and daughter, psychological well‐being of mother) of fashion communication (mother–daughter shopping, clothing conformity) between middle‐aged mothers and daughters. The data were collected using a self‐administered online survey of 307 middle‐aged Korean women between ages of 45 and 65. The result shows that mothers’ trust in daughters as fashion informants and internalized social pressure for appearance positively influence mother–daughter shopping and mothers’ clothing conformity to daughters. Next, mother–daughter shopping and mothers’ clothing conformity have a positive influence on the solidarity of mothers and daughters. When solidarity becomes stronger, the degree of the mothers’ psychological well‐being increases.

Waiting in a service context is known to negatively affect consumer evaluation of services and service providers. However, this study investigates the positive effects of waiting-such as expected customer competition, excitement, and purchase intention-during the purchase of fashion merchandise. We classified waiting into four types based on whether waiting occurs, whether customers receiver a filler, or whether a filler is related to the context. A scenario-based online survey was conducted for empirical testing. After reading the scenario, 266 respondents replied to a questionnaire regarding expected competition, excitement, and purchase intention. The findings indicated that expected competition, excitement, and purchase intention differed significantly according to the wait type. Customers provided with a context-related filler reported the highest expected competition, excitement, and purchase intention, and excitement was found to mediate the relationship between expected competition and purchase intention. This paper ends by discussing its implications for managing waiting at a fashion store.

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