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 "own" 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.

Section 1 Consumers in the Marketplace
Chapter 1 Buying, Having, and Being

Section 2 Consumers as Individuals
Chapter 2 Perception
Chapter 3 Learning and Memory
Chapter 4 Motivation and Global Values
Chapter 5 The Self
Chapter 6 Personality and Psychographics

Section 3 consumers as Decision markers
Chapter 7 Attitudes and Persuasion
Chapter 8 Decision Making
Chapter 9 Buying and Disposing
Chapter 10 Organizational and Household Decision Making

Section 4 consumers and Subcultures
Chapter 11 Groups and Social Media
Chapter 12 Social Class and Lifestyles
Chapter 13 Subcultures
Chapter 14 Culture