Testing objectives and looking for proof The O’Cass and Choi research tested the following a number of hypotheses. Of prime interest was the phenomenon of customer involvement, usually studies in western contexts. They sought to test that 1.Consumer involvement in fashion clothing has a significant effect on the perceived status of specific fashion clothing brands. 2. Fashion clothing consumer involvement has a significant effect on brand attitude.3. The perceived brand status of specific fashion clothing brands has a significant effect on brand attitude.4. Perceived brand status of specific fashion clothing brands has a significant effect on WTP (willingness to pay a premium) for specific fashion clothing brands.5. Brand attitude has a significant effect on WTP for specific fashion clothing brands.These hypotheses were proved in part. Customer involvement only had an effect on status and brand attitude for the premium brands. The case for a positive relationship between brand status and brand attitude was proven for all brands. When it comes to willingness to pay a premium a positive response in terms of brand status and brand attitude is vital.Observers of national cultures would be unsurprised by some of these findings. The great Geert Hostede, for example, identified power-distance dimensions from the students’ parents’ generation, or possibly grandparents, which would seem to hold true when it comes to attitudes to status.Consumer involvement is a key factor and one to consider with care. It will not be a quick fix, but it is likely to be a profitable strategy for those with the patience to persevere and the vision to back it up.