Consumer Behavior in Fashion (2nd Edition)

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9780131714748: Consumer Behavior in Fashion (2nd Edition)

In addition to contributing to the understanding of why people buy things, this book considers how products, services, and consumption activities contribute to the broader social world we experience. Consumer Behavior: In Fashion, Second Edition not only probes the psyche of the American consumer, but considers 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. Fashion and Interior Designers

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From the Back Cover:

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

About the Author:

Michael R. Solomon, Ph.D., is Professor of Marketing and Director of the Center for Consumer Research in the Haub School of Business at Saint Joseph s University, Philadelphia, USA.

San Francisco State University

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