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In addition to contributing to the understanding of why people buy things, this text 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.

Table of Contents

I. INTRODUCTION

1. Introduction to Fashion Concepts, Theories and Consumer Behavior

2. Cultural Influences on Consumer Behavior

3. Creation and Diffusion of Fashion and Consumer Culture

II. CONSUMER CHARACTERISTICS AND FASHION IMPLICATIONS

4. Individual Consumer Dynamics: Motivations and Values

5. Individual Consumer Dynamics: The Self

6. Demographic Subcultures: Age, Race, and Ethnicity

7. Demographic Subcultures: Income and Social Class

8. Psychographics: Personality, Attitudes, and Lifestyle

9. Consumer Perceptions.

III. FASHION COMMUNICATION AND DECISION MAKING

10. Fashion Communication

11. Individual and Household Decision Making

12. Group Influence and Fashion Opinion Leadership

13. Buying and Disposing

IV. ETHICS AND CONSUMER PROTECTION

14. Ethics, Social Responsibility, and Environmental Issues

15. The Role of Government and Business in Consumer Protection

600 pages, Paperback