Comprehensive and well-illustrated, this book explores the social psychology of consumer behavior in relation to clothing. It uses the most recent literature and research in the field and everyday, popular examples that make it easy for readers to relate content to their <i>own</i> consumer activity. Features multi-cultural highlights throughout. Coverage ranges from the fashion implications of individual consumer dynamics (motivations, values, the self), demographic subcultures (age, race, ethnicity, income, social class), psychographics (personality, attitudes, and lifestyle), and consumer perceptions (object, person, physical); to fashion communications and decision making (individual and household, group influences, fashion opinion leadership); to ethics and consumer protection (social responsibility, environmental issues, and the role of government in consumer protection). For fashion marketers and general readers who want insight into their own fashion buying habits.
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