Group assignmentconsumer behavior by lecturer tran hong nhungtopic analysis of the incident of a woman wearing backless shirt in vietnam

NATIONAL ECONOMICS UNIVERSITY GROUP ASSIGNMENT Consumer Behavior by Lecturer Tran Hong Nhung Topic: Analysis of The Incident of A Woman Wearing Backless Shirt in Vietnam Table of Content I II III Introduction The Incident Incident Analysis Disagreeing Opinions Supportive Opinions Cyberbullying and Stealth Recording Behavior Why People Have Controversies and How They Affect People’s Behaviours Why Are There Controversies? 10 How Do Controversies Affect People's Behaviour? V Learned Lessons VI Conclusion References 13 14 15 16 IV 10 I Introduction Clothing is one of the most important parts of daily life and is also a unique cultural feature of each country Today, when people's quality of life is increasing, the demand for fashion becomes more and more important, especially for women They always want to wear the best clothes to become attractive However, each person's opinion about the beauty of clothes is different, depending on their feelings Therefore, this issue is always a hot topic for people to discuss And recently, we have encountered a controversial event related to aesthetic issues associated with cultural and ethical properties in clothing We will conduct the analysis of this event with knowledge of “Consumer Behavior” II The Incident The story is about a guy moving on Xa Dan Street (Hanoi) when he accidentally caught a girlfriend wearing a boldly cut shirt, almost revealing the entire back Feeling strange, the guy followed the car carrying the girl and used his phone to record the image behind the girl's back After that, the guy posted this video on TikTok with the caption: "I don't understand why so many men let their lovers wear this on the street." With a critical quote, the guy's video attracted mixed comments Faced with this incident, the girl in the video also recorded a video responding to the young man's video with strong words As a result, the girl believes that she has no control over her husband or boyfriend; she chose this outfit because she liked it, and the other TikToker guy does not have the right to use her image posted online without her permission This story is becoming a hot topic on social networks after many fan pages re-shared it and raised the issue of freedom of dress and fine customs Through this, we see three opposing views The first opinion objected to the girl wearing that outfit; another said it was human freedom; and the last one related to cyber violence III Incident Analysis Disagreeing Opinions Tiktok is an application used by many young Vietnamese people After the video of the girl wearing a backless shirt on the street was posted on TikTok, there were hundreds of mixed opinions protesting against wearing such clothes on the street Do Quynh Mai, 23 years old and working in Dong Da, Hanoi, shared: "Personally, I think it's inappropriate to dress like a girlfriend in the street clip I work in fashion and understand that clothes are not naturally divided into different types of clothing such as party wear, work wear, playwear, swimwear, pyjamas, etc Gen Z young people say that fashion is to be creative, to break the way, to be able to combine all kinds of costumes, but to be suitable for the situation, the environment, and the time" This reaction of the girl refers to a term known as "crescive norms"—these are cultural norms taught from previous generations and surrounding social factors, including "custom," "mor-ay" - taboo, and "convention" - daily rules Here, we will focus on conventions A convention is a rule that regulates how we behave in everyday life These rules often address delicate issues of consumer behaviour, including the "right" way to furnish a home, dress it up, or host a dinner party Do Quynh Mai has been influenced by the daily rules of how to dress and what is right for each case According to Mai and some others of the same opinion, the Vietnamese convention is that women are not allowed to wear revealing clothes when going out in public "Why not both sexes and only women?" We just assume that conventions are the "right" thing to However, we learn these conventions from our parents or by observing others They frequently see images of semi-naked men wearing tank tops on both TV and in real life, leading Vietnamese people to believe that wearing style is normal for men And for women, the opposite is true: women on TV are always covered, thereby forming norms Besides, parents often teach their daughters that it is necessary to dress discreetly and delicately; depending on the case, they will wear different clothes to both be beautiful and protect themselves from people with bad intentions This has reinforced the idea that women must dress modestly when going out According to Son, 20 years old, a law student at the University of Science at Thai Nguyen shared that: “Agreeing to what to wear is everyone's privacy, but besides that, it is necessary to pay attention to the surroundings A beautiful outfit is to wear at the right place, time and situation Such an open-back outfit if worn at a bar or a party will be more appropriate In the case of wearing when going out, the outfit attracts many eyes, even children It is not good for children to see and learn from it.” This observation may come from a term called “representativeness heuristic” – using short thinking by comparing with pre-existing patterns in the mind There will be people who have already in their mind an image of what is a beautiful person, what is a person of good quality, and what is a bad person through judging their appearance This can be said as “Judge a book by its cover” Here, we can understand that fashion is the truest language of the wearer As we often see images built into our heads, such as images of monks They practice in the way of purity and liberation with the mind on the wish to become a Buddha, below saving sentient beings They always spread their compassion to all sentient beings, so their clothes are also brown and blue clothes This is the colour of the earth, which is the characteristic that represents a person who lives a simple life, has little desire, knows enough about life and knows how to love and be compassionate towards sentient beings and is ready to forgive all the mistakes of sentient beings Likewise, according to common sense, we will be interested in what a woman wears to express her personality and qualities A polite, gentle, educated girl will be a girl who dresses appropriately for the situation, most of which will have to be discreet, not revealing her body parts when going out or in crowded places This available image may come from the costumes worn by Vietnamese women in the 1950s with beautiful "áo dài" as well as "áo bà ba", showing the beauty of a woman but also discreetly keeping herself On the contrary, those who wear revealing clothes will be indecent people, with bad moral qualities and bad characteristics They will even refer to people who dress like that as people who trade in their bodies to make money, going against the traditional image of a girl with charming beauty This has led to a fierce protest in the case of the girl appearing in the video They will think that the girl in the video is deliberately dressed like that to serve some bad purpose and disrespect the opponent The world is made up of many cells and each of us is a small cell We are always influenced by external influences There will be external connections that define who we are and what we value: gender, race/ethnicity, religion, age, and where we live Each of these is a “subculture” – a group whose members share important beliefs and common interests To explain the dissenting behaviour of the above title, we give two types of subcultures: “religious subculture” and “age subculture” In recent years, we have seen an explosion of religion and spirituality in popular culture As a result, it has formed a popular subculture in society called a “ religious subculture” – referring to a group of people with similar religious behaviour Every religion prescribes to its members what should be considered good or bad behaviour in terms of what to eat, where to go, what to wear, etc Through their teachings, some religions facilitate their members to adopt a lifestyle that expects life satisfaction will come at a different cost Rituals and religious beliefs may regulate the use of certain products and may prevent the consumption of others For some good and good paths, directing people to peace and liberation, they will teach people to practice from the heart to the outer appearance The outer appearance needs to maintain majesty and virtue Because they think how they think, they will act like that If you have evil thoughts, your actions lead to bad results On the contrary, if you think wholesome thoughts, all your outward actions will exude that look Therefore, the dress is an important factor for people of this same religion They think that the fact that they dress modestly and politely will reflect that they are a person with self-respect, privacy, self-respect, self-respect and respect for others On the contrary, it is bad practice to dress revealingly, showing yourself as an impolite person We take a specific example in Buddhism The teaching in Buddhism is to follow cause and effect When you wear revealing clothes, you will get sick because some points on your body are exposed to the toxic wind outside Following that is to cause adultery for others, after death will go to hell to suffer many tortures, immeasurable suffering, and it will take a long time to get rid of suffering retribution It is this that causes resistance to the idea of wearing an open-back shirt on the street – something that causes a loss of dignity Disagreement with wearing backless shirts comes not only from some young people but also from the elderly It is in the “age subculture” – which includes people of the same age who have gone through similar experiences They share many common memories of cultural heroes, and important historical events The two common age groups that we all know are the Z gene and the Y gene Gen Y, or Millennials, refers to people born between 1981 and 1996 Unlike the Z gene, the Y gene tends to hold relatively traditional values and they prefer to fit in rather than rebel They were born and raised in the period of national transformation, they have more experience in social life and they are influenced by the concept of their ancestors Those are the conceptions of women's beauty that are neat and discreet clothes to reveal traditional moral qualities Supportive Opinions Do Quynh Mai's incident has created a fierce controversy, besides opinions disagreeing with Quynh Mai’s way of dressing, there are still many people siding with her Quynh Mai’s supporters believe that it is individual freedom of a person to choose what he/she wants to wear, for this reason, other people have no right to interfere with how Mai dresses The controversy became so stressful is also because of the man’s caption, which showed concrete proof of men demeaning women, especially when women’s rights is now one of the hottest topics in the world There are many reasons behind the formation of this opinion, in which it is impossible not to mention " acculturation" - the process of adapting to or adopting traits from another culture As globalization progressed, cultural movements, particularly fashion trends, reached Vietnam quite swiftly, creating a change in the perception of fashion among a great number of people The desire for Vietnamese people to conform (change their beliefs, attitudes, actions, or perceptions to more closely match those held by groups to which they belong or want to belong or by groups whose approval they desire) to an open-minded society is also increased by the fact that there has been a sizable group of Vietnamese people who tend to be "foreign-favoured" Those people are engaging in "observational learning" or learning via observing and copying others, as part of the acculturation process It is common knowledge that Western society leans toward being more liberal and accepting than Asian culture, particularly when it comes to attire They respect others’ choice of choosing clothes as a way to express their individuality Many Vietnamese people have encountered and observed this culture in connection with the integration movement in a variety of ways Moreover, there are thousands of pictures of celebrities and influencers in Vietnam wearing backless shirts in public, which has contributed greatly to the normalization of such type of attire As a result, they have learned and believed that wearing "a backless shirt" is acceptable This supportive opinion has also been affected by another factor which is place-based subcultures Because they have more access to the contemporary world, people who live in big cities of Vietnam tend to have more opportunities to gain knowledge from the Western world and have more diverse and liberal choices of clothing than those who live in rural regions Therefore, a backless shirt can be more easily accepted in these areas In addition, several opinions expressed that fashion is a form of art, which should not have limitations People in every culture have body decoration and mutilation in some way, including clothes Decorating the physical self serves a number of purposes: to separate group members from nonmembers, to place the individual in the social organization, to place the person in a gender category, to enhance sex-role identification, to indicate desired social conduct, to indicate high status or rank, to provide a sense of security Whichever the purpose is, it is the person’s choice Some people also support Quynh Mai with the opinion that, in terms of cultural perspective, “ao yem” (a backless top) has appeared since the Ly Dynasty (1009 - 1225), so it cannot be concluded that wearing such a shirt was a smear of Vietnamese culture Ao yem Vietnam According to Maslow’s hierarchy of needs, Quynh Mai’s supporters are showing: - Love and belongingness needs: They speak their thoughts to fulfil the need for belongingness and give affection to the victim (Do Quynh Mai) - Esteem needs: This is the need for recognition, the desire to be loved and respected in - any organization or environment A group of people with the same interest in dressing or admire Quynh Mai will also feel insulted by the comments offending her Self-actualization needs: mong muốn chứng minh thân Được theo đuổi đam mê, sở thích mang lại giá trị, lợi ích tốt đẹp cho xã hội Supporters đưa quan điểm họ tin quan điểm muốn thay đổi xã hội trở nên tốt This is the desire to prove yourself, to pursue passions and interests and bring good values and benefits to society Supporters give their opinion in order to express themselves and change society for the better Maslow’s hierarchy of needs Do Quynh Mai's supporters have instrumental values which are speaking out to fight for the right to freedom of a woman’s body and enhance the confidence of women, in order to reach the terminal values of gender equality and individual freedom Cyberbullying and Stealth Recording Behavior a Cyberbullying It can be seen that the girl's video posting behaviour on Tiktok has become a controversial topic with breakneck speed shared by media snackers - who always keep up with the latest trends, information and most prominent on social sites This story has led to a series of heated debates among TikTok users, even Hot TikTokers and Influencers have enthusiastically voiced their objections There are also opinions in favor of the girl or boy who was secretly filmed, but at the same time, there are also malicious comments and criticisms and judgments from thousands of strangers This has directly affected the girl's spirit, daily life, and social relationships Although there are still many comments defending the way female friends dress, however, the contradictions and conflicts of opinion from the crowd cause many unpredictable consequences This is cyberbullying - threatening behaviour through messaging applications or sharing negative information aimed at victims, thereby damaging the victim mentally and honourably It is not too difficult to realise that more than 70% of negative and judgmental comments and personal attacks in the 'backless shirt' video are from men Although many male Tiktokers or some people from the LGBT community have spoken out with their own videos to defend the girl, as well as clarify their views on this topic However, there is still a crowd of men expressing dissatisfaction, commenting that the girl's dress in the video is "contrary to customs", "not suitable to wear on the street" and thinking that the details of the new shirt are the most offensive element The fact that many opinions believe that the fault is entirely on the woman's side These people argued: "Girlfriends shouldn't wear that shirt outside", "If you wear that, you're right to be filmed", "It's not right to dress offensively to people's eyes, swearing is right!"… So with just a few words back and forth, the matter was changed into a mistake originating from the girl or the design of the shirt, the person filming secretly did not need to admit it was wrong The story of back-blaming the victim, especially when the victim is a woman and wears clothing that exposes some of the skin, risks becoming common sense when there is a dispute of opinion or some negative event take place on social media It is so damaging that these reversals of opinion can cause victims to fall into a state of mental crisis, some of whom even blame themselves and are forced to admit mistakes in the way they choose their everyday clothes This is called the Looking-Glass Self when malicious comments and malicious words from others have a strong impact on self-concept - beliefs in perspective, perception, and personality about yourself directly affect the psychology and personal image of the girl b Stealth Recording Behaviour Although the story of the girl with the backless shirt still has many opposing opinions, the cameraman must strongly condemn the stealthy action of the owner of the video Filming without the permission of others is also considered an act of harassment, disrespect and in this case an invasion of personal image The person who posted the video may not be aware of the consequences of his actions, but in fact it has the ability to disturb a girl's life, even turning her into the focus of cyber violence This behaviour has led to a state of social power - the ability to control the behavior, attitudes and opinions of others This is reflected in two main aspects: Firstly, the behaviour known as referent power when secretly filming a video and spreading it on a popular website like Tik Tok with controversial status lines controlled the way of thinking of netizens, leading to thoughts, misleading beliefs for those who not really understand the reason or context behind In Vietnam, although the changes in life have made people have more open ideas about clothing styles, there are still some old-fashioned notions that tend to favour men and despise women , especially when a man's actions and thoughts can affect women They always think that their thoughts and views are right and they have the right to be judged like that What's more, the behaviour is also known as information power when people secretly record and post videos online when they are simply aware this will be information that deserves attention and can go viral This has had a great impact on the thoughts of netizens when they only see the problem on the surface, the misleading and unclear caption of the sneaky camera has influenced other people's thoughts Since then, information that insinuates, inflates public opinion or the girl's judgment and derision, while the freedom to decide what to wear is inevitable in today's society, individuals Using personal opinion to impose on other people's aesthetic taste, style or body is going against the innovative thinking of the fashion field IV Why People Have Controversies and How They Affect People’s Behaviours Why Are There Controversies? Like the event analysed above, controversies always happen everywhere Especially with the surge of the Internet and social media platforms, the scale of those conflicts is getting wider (not limited in a region but spreading over in a country or going international) and the public tend to join in this more frequently So why does this phenomenon occur? And why people have controversies? We all know conflict is an inevitable “thing" to happen when two or more opposite opinions exist At that point people start arguing to protect their outlooks and perceptions Those outlooks mostly are related to the differences between norms, customs and values of different cultures But in practice shows that humans have opposite thoughts even when they were born and grew in the same culture or community And it’s crucial to understand why people generate such contrastive ideas in order to know why they argue And we believe, Observational learning could be one of the reasons that lead to this phenomenon Just like its name, “Learning through seeing", observational learning is the process of absorbing ideas and behaviours from people’s actions who live in the same environment Every individual will have different backgrounds and experiences, from place of living, education level, occupation, social class, religion, etc Not to mention our daily social contacts could also change a person’s perception about a specific object/event Those differences create variances in the process of learning beliefs, ideas and outlooks from surrounding environments Therefore, people who share the same nationality or culture could still have various thoughts and beliefs, and some of them will be in contrast with others Another reliable reason could be how people choose to learn cultures This refers to two ways of absorption, that a person selects to understand multiple cultures or to learn only from the 10 culture he or she is living in This, as in psychology, is called Acculturation and Enculturation Further explanation, Acculturation is the learning process in terms of beliefs and behaviours from not just their own but also other cultures, and in contrast, Enculturation is the process a person only acquires from their own culture People who follow acculturation will contact many new and uncommon opinions from nations that never have in their country or community Of course, this will change their perception of their own culture, which creates the differences in beliefs and behaviours between them and people who follow enculturation Furthermore, the process of absorbing multiple cultures also generates multiple ways to behave among people while experiencing a similar event This is because every individual does not have the same life, and they may not learn from the same culture The contrast of cultures and experiences increases the variety in the spectrum of culture in people's perceptions Therefore, people always have opposite opinions and reactions towards a matter Now we understand why people have a variety of thoughts towards an object So when confronted with contrastive ideas, how will people evaluate them? Or in other words, which process they will use to judge and react towards those ideas According to Social judgement theory, people mostly tend to agree with facts, and opinions that share similarities with their previous experiences In detail, when encountering new information, that person will evaluate it to see if it is acceptable or unacceptable to them This process of evaluation uses experienced knowledge and feelings, which are in common with those facts, as an attitude standard People form a zone of acceptance around that standard, and opinions which fall within that zone will be favourably received Obviously those that fall outside of the zone will be rejected This zone is called the Latitudes of acceptance and rejection Therefore, people will use the latitudes as an anchor to decide which way of response they should express when facing a new piece of information But few things to be reminded of is that latitudes are really subjective and people are so simple When it comes to judging inexperienced behaviours, instead of analysing them in a whole context, people tend to reject them And if both sides reject the other's opinion, there is no common will to be found between them and the contrast will keep existing, like an unsolvable problem That exactly is when a controversy arose But it is not the end of the story The rejection towards uncommon information we discuss above generates a stronger and more severe attitude of reaction People express this attitude out and start arguing We are aware that the purpose of those behaviours is to protect their opinion and prove others are wrong But there must be some deeper intentions to explain that attitude In 1960, Daniel Katz, a psychologist, proposed the Functional theory of attitudes This theory suggests that attitudes and behaviours are determined to serve some psychological functions for the person Following Katz, there are four functions influencing attitudes: The value-expressive function, Utilitarian function, Ego-defensive function and Knowledge function But in the 11 term Controversy, we only discuss the first three functions The Value-expressive function states each individual develops attitudes, in this situation, toward opposite opinions in order to represent the value they hold Those values are thoughts and faith that they gain during the growing process till now According to value-expressive functions, people like to express their values to the outside and share them with other people The behaviour of people stating their points when talking about a problem, especially in an argument is a perfect example of that intention They believe through the action of speaking out, their knowledge and selfvalue can be shown to the public In a controversy, surely an opinion once expressed will be refuted, and the owner of that opinion will obviously try to defend his argument The purpose of that behaviour is to serve the Ego-defensive function for humans This function assumes humans have an endless need to protect themselves from external threats and internal feelings For a controversy, it is the threat of being proven that their opinions are wrong by other people or the fear of “being stupid" Therefore, they must stand up against every idea that confronts their thoughts And of course, the other side of an argument would the same with the same purpose This function does not depend on whether the opinion is wrong or right But in case if that statement is truly wrong, and the owner now realises it, the defensive action even gets more aggressive Not many people have the guts to admit their misunderstanding, especially people with big egos So a better option for them in that situation is to protect their wrong thoughts at all cost But why don’t they choose to get out of the conversation? This is related to the last function we want to discuss today, the Utilitarian function The utilitarian function uses the basic principles of reward and punishment, it states that we develop some attitudes toward objects/events because they provide pleasure or pain For example, high school teenagers prefer branded clothes so they could have the feeling of fitting in When using this function to explain the behaviour of joining an argument, we have two different reasons The first possible reason is similar to the Ego-defensive function People choose to argue instead of running away because of the fear of being called “a coward” But there is a chance they are successful in proving their idea, and the feeling of “winner" is kind of a reward that creates a motivation for them to join the controversies Another reason we also believe it's true is that on some occasions, people jump in an argument simply because they don’t want to be left out This could be explained in another term Fear of Missing Out (FOMO), the addictive nature of social networks For the people who have FOMO, the feeling of being in a group, community, or conversation is a “reward" and it gives them pleasure This may sound doubtful, but humans are always unpredictable and unexplainable in most cases Furthermore, due to social media, people can express their feelings and opinions more openly 12 and unhesitatingly Especially when online platforms allow users to create anonymous accounts This can be perfectly explained by the Gyges effect It is the phenomenon that the anonymity of the Internet can cause otherwise moral people to experience a loss of inhibition and post things they would never say to a person in the real world Anonymous accounts are a perfect “invisible cloak" for people to go online and freely say about literally everything without being recognised, without mentioning they are now able to join multiple arguments at once Consequently, more and more controversies surging with lots of people involved despite distance and time How Do Controversies Affect People's Behaviour? It would be remiss not to mention how controversial issues affect human behavior The level of controversy or the presence of competing viewpoints influences the conversational themes Controversial topics have both positive and negative impacts on how people behave On the one hand, things are more fascinating to discuss when there is a dispute Everyone with the same perspective can get quite dull, so some disagreement helps keep conversations interesting The debate allows the various parties to express their points of view and may spark further discussion Moreover, controversial issues draw attention People are interested in hearing your viewpoint to determine whether it agrees with their own or not On the other hand, because people's sentiments and personal ideas are so strongly linked, there is frequently no apparent resolution to contentious situations To establish trust with your reader or listener, everybody must tread a fine line between opinion and truth while discussing contentious issues People will suffer if they don't handle contentious situations with care and sensitivity And one of the negative consequences of human behavior brought on by controversy is social media addiction Humans are living in the era of 4.0 technology The social media revolution is altering how people communicate with one another and the market It is also changing online disputes nowadays Many of us like relating personal information about ourselves or our thoughts that our parents would hardly discuss in public, also this is true for arguments People have controversies on social media because of the sensation when one has after seeing a post on Facebook, Instagram or TikTok receives many likes and views Their brain's reward center is illuminating like fireflies on a starry summer night at that moment so they go online They just want to seek attention so if they have conflicts or different views, they will choose online communities to both express their thoughts and gain concentration and consent from others Therefore, social networks ensnare people to the point where they feel the need to check them frequently, to update the 24/7 information if they don’t want to be “the ancient” We will often be teased by our friends as old-fashioned people if we don't know the hot issues and controversies that have happened recently Even some people refer to this tendency as fear of missing out 13 FOMO, as we have explained this term above in “Why are these controversies” They may be scared of having different thoughts and being left out They will behave, act differently from themselves, and even learn and bad things And if they get social media addiction, they are also likely to have Phantom Vibration Syndrome It explains the propensity to routinely pick up your mobile phone when it vibrates, even if it is off or you are not even wearing it at the time To sum up, the love of social media certainly has a significant influence on our feelings and experiences When talking about controversy, we cannot help but mention cyberbullying, one of the biggest influences on people’s behavior on the Internet We have already mentioned this term above but in this part it is more added-up specific Cyberbullying occurs for many of the same reasons as traditional bullying, but since it can be done anonymously, it could even be more tempting Bullies might avoid physically confronting their victims by engaging in cyberbullying, which requires less bravery and gives the impression that they won't be detected It’s easier to fight online because people feel braver and in control On social media, they can be as mean as they want This encourages people to have more cyberbullying or anything whatever they are interested in through online platforms They ignore the consequences as they think cyberbullying is funny and not be aware of the extent of the harm they are causing It will set bad examples for other people going online, especially Gen Z and Gen Alpha, the generation who learn and copy from others fast The arguments over the girl’s dress also cause conformity It is a shift in attitudes or behaviours in response to actual or imagined peer pressure A society's members must establish norms or unwritten standards that direct conduct for it to function In this case, the girl has to suffer from Fashion Conformity In many countries in the world and in Vietnam, girls wearing short skirts, split shirts and showing a little skin can make them vulnerable to criticism The concept of ideal beauty and absolute perfection is still deeply rooted in the subconscious of many people Such attitudes can lead to dire health consequences for women V Learned Lessons Firstly, to avoid giving false views and this "Victim Blaming" status quo, each person in the community needs to be alert to all information appearing on Social Platforms Select information, and recognize the nature of things instead of hastily evaluating, commenting and imposing a subjective perspective on others Only then can we create a 'clean' social media environment, helping women and even fashionistas to be free with their own style without fear of scrutiny and sarcasm from other people Secondly, stop blaming the victim As can be seen, this is a problem with no correct answer, 14 neither right nor wrong, this depends entirely on the perception and point of view of each person However, taking out the main character to criticise, scrutinise or even just baselessly blame, especially when we don't know the black colour of things, has brought about a huge relationship for them It is only quoted indiscriminately while this is the freedom of each scammer who has turned their life upside down, causing unintended psychological and personal images Thirdly, freedom to decide what to wear The freedom to decide what to wear is inevitable in today's society, individuals who use their personal opinions to impose on other people's aesthetics, style or bodies are going against that opinion innovation in the fashion industry There must still be many individuals and communities out there hiding behind the power of social media to snoop on clothes and bodies of strangers They leave extremely harsh, contradictory and sometimes psychological manipulation comments on someone's personal page Therefore, to fashion lovers in particular and those who always desire to express their identity through clothes, you have the full right to decide what you can buy or wear and no one can take away your right! VI Conclusion The backless shirt controversy is simply one typical illustration of the ongoing debate in Vietnam over how women should wear However, by investigation and analysis, we may comprehend why humans have differences in beliefs, attitudes, and behaviours From there, we can understand the nature of controversy and human behaviour in order to provide the appropriate lessons and solutions to create a better society 15 REFERENCES Michael R Solomon (2016) Consumer Behavior: Buying, Having, and Being, Twelfth Edition, Global Edition, Pearson Richard H Thaler, Cass R Sunstein (2008) Nudge: Improving Decisions About Health, Wealth, and Happiness New Haven: Yale University Press Steffen Klitgaard (2021) Fashion - Conformity, Individuality or Both? 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