Consumer Behavior: In Fashion

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.