Consumer Behavior: In Fashion
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Fashion is a driving force that shapes the way we live—it influences apparel, hairstyles, art, food, cosmetics, cars, music, toys, furniture, and many other aspects of our daily lives that we often take for granted. Fashion is a major component of popular culture—one that is everchanging. With a solid base in social science, and in economic and marketing research, Consumer Behavior: In Fashion provides a comprehensive analysis of today's fashion consumer. Up-to-date, thought-provoking information is presented in an engaging everyday context that helps students, business people and scholars understand how fashion shapes the everyday world of consumers. Among other special features, this comprehensive text: Starts each chapter with a consumer scenario used to analyze concepts covered in the chapter Relates consumer behavior concepts specifically to fashion products and processes Integrates the rapidly-evolving domain of fashion e-commerce Uses numerous fashion ads to explore how fashion companies attempt to communicate with their markets Includes both a marketing and consumer approach to the business of fashion Highlights both good and bad aspects of fashion marketing and offers a chapter on consumer and business ethics, social responsibility, and environmental issues Includes a chapter on consumer protection by business, government, and independent agencies
PrefacePt. IIntroduction11Introduction to Fashion Concepts, Fashion Theories, and Consumer Behavior12Cultural Influences on Consumer Behavior363The Creation and Diffusion of Fashion Consumer Culture77Pt. IIConsumer Characteristics and Fashion Implications1074Individual Consumer Dynamics: Motivation and Values1075Individual Consumer Dynamics: The Self1406Demographic Subcultures: Age, Race, Ethnicity1777Demographic Subcultures: Income and Social Class2178Psychographics: Personality, Attitudes, and Lifestyle2499Consumer Perceptions289Pt. IIIFashion Communication and Decision Making32110Fashion Communication32111Individual and Household Decision Making35112Group Influence and Fashion Opinion Leadership39113Buying and Disposing430Pt. IVEthics and Consumer Protection46714Ethics, Social Responsibility, and Environmental Issues46715The Role of Government and Business in Consumer Protection499Index531
