In addition to contributing to the understanding of why people buy things, this book 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 to consider the multicultural perspectives of consumers from around the world. Many of the topics covered in this book are of both professional and personal relevance to the reader as nearly everyone can relate to the trials and tribulations of purchase decisions. This book covers cultural and cross-cultural issues, public policy issues, values and motivation, sexual orientation, beauty ideals, brand personality, youth subcultures, interactive communications and electronic shopping, decision-making, religious marketing, fads, and global marketing. For brand managers, analysts in marketing research firms, store buyers, and account planners in advertising agencies.

Consumer Behavior: In Fashion

Solomon, Michael R.

Rabolt, Nancy J.

Arts & Photography

Pearson College Div

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

Consumer Behavior in Fashion

Graphic Design

Prentice-Hall

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Books by Rabolt, Nancy J.