In addition to contributing to the understanding of why people buy things, this text considers how products, services, and comsumption activities contribute to the broader social world we experience.

This book not only probes the psyche of the American consumer, but also attempts wherever possible to consider the multicultural perspectives of consumers from around the world. Models of consumer behavior underscore the complex interrelationships between the individual consumer and his/her social reality.

Consumer Behavior in Fashion

• 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
• 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

Contents

1. INTRODUCTION
   1. Introduction to Fashion Concepts, Theories and Consumer Behavior
      • Consumer Behavior: People in the Marketplace
      • The Nature and Meaning of Fashion
      • Fashion Leadership Theories
      • What Is Consumer Behavior?
      • Consumers' Impact on Marketing. Marketing's Impact on Consumers
      • Taking It From Here: The plan of the Book
   2. Cultural Influences on Consumer Behavior
      • Understanding Culture
      • Myths and Rituals
      • Sacred and Profane Consumption
      • Transferring Product Meaning from Culture to Culture
   3. Creation and Diffusion of Fashion and Consumer Culture
      • The Creation of Culture
      • The Diffusion of Innovations

2. CONSUMER CHARACTERISTICS AND FASHION IMPLICATIONS
   4. Individual Consumer Dynamics: Motivations and Values
      • Theories of Motivation for Wearing Clothes
      • The Motivation Process
      • Motivational Strength
      • Motivational Direction
      • Consumer Involvement
      • Values
      • Materialism: "He Who Dies with the most Toys, Wins."
   5. Individual Consumer Dynamics: The Self
      • Perspectives on the Self
      • Self-Concept
      • Consumption and Self-Concept
      • Sex Roles
      • Body Image
   6. Demographic Subcultures: Age, Race, and Ethnicity
      • Age and Consumer Identity
      • The Teen Market: Gen Y, Like totally, Rules
      • Baby Busters: "Generation X." Baby Boomers
      • The Gray Market
      • Race and Ethnic Subcultures
      • African Americans
      • Hispanic Americans
      • Asian Americans
   7. Demographic Subcultures: Income and Social Class
      • Consumer Spending and Economic Behavior
      • Social Class
      • How Social Class Affects Purchase Decisions
      • Status Symbols
   8. Psychographics: Personality, Attitudes, and Lifestyle
      • Personality
      • Attitudes
      • Forming Attitudes
      • Attitude Measurement
      • Using Attitudes to Predict Behavior
      • Lifestyles and Psychographics
      • Lifestyle Trends: Consumer Behavior in the New Millennium
   9. Consumer Perceptions
      • Object Perception
      • Person Perception
      • Physical Perception: Sensory Systems
      • Exposure
      • Attention
      • Interpretation

3. FASHION COMMUNICATION AND DECISION MAKING
   10. Fashion Communication.
       • Basic Components of Communication
       • Dress as Nonverbal Communication
       • Changing Attitudes Through Communication
       • The Source
       • The Message
   11. Individual and Household Decision Making.
       • Consumers as Problem Solvers
       • Problem Recognition
       • Information Search
       • Identifying Alternatives
       • Product Choice: Selecting Among Alternatives
       • The Family as a Decision-Making Unit
       • Family Decision Making. Children as Decision Makers: Consumers-in-Training
   12. Group Influence and Fashion Opinion Leadership
       • Reference Groups
       • Fashion Conformity and Individuality
       • Word-of-Mouth Communication
       • Opinion Leadership
   13. Buying and Disposing
       • Situational Effects on Consumer Buying
       • Shopping: A Job or an Adventure?
       • Postpurchase Satisfaction
       • Product Disposal

4. ETHICS AND CONSUMER PROTECTION
   14. Ethics, Social Responsibility, and Environmental Issues
       • Consumer and Business Ethics
       • Social Responsibility
       • Environmental Issues and the Fashion Industry
       • The Dark Side of Consumer Behavior
   15. The Role of Government and Business in Consumer Protection
       • The Complex Marketplace
       • Government Protection
       • Consumer Protection from Business Agencies

Index

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