The Why of the Buy Consumer Behavior and Fashion Marketing 2nd Edition by Patricia Mink Rath, Stefani Bay, Penny Gill, Richard Petrizzi ISBN 1609018982 9781609018986

PART I: WE ARE ALL CONSUMERS

• Chapter 1: Why Is Consumer Behavior Important to the Fields of Fashion and Design?

  • Discusses the unique nature of fashion and design purchases and how they differ from other types of consumer behavior.
  • Explores recent marketing trends, including guerrilla marketing and online shopping challenges for millennials.

• Chapter 2: Consumer Behavior, Marketing, and Fashion: A Working Relationship

  • Focuses on how understanding the marketplace helps marketers craft better strategies.
  • Discusses the concept of “value versus cost” and how fashion designers sway consumer behavior beyond just apparel.

PART II: INTERNAL FACTORS INFLUENCE FASHION CONSUMERS

• Chapter 3: How Fashion Consumers Perceive, Learn, and Remember

  • Examines how our five senses influence consumer behavior, including attention, processing, and learning.

• Chapter 4: Motivation and the Fashion Consumer

  • Looks at how human motivation works, its complexity, and how emotions influence buying decisions, with case studies on luxury experiences and marketing to teens.

• Chapter 5: Attitude and the Fashion Consumer

  • Explores the nature of attitudes, their influence on fashion choices, and how marketers can sway consumer attitudes.

• Chapter 6: Personality and the Fashion Consumer

  • Discusses how personality affects consumer behavior, and how fashion and semiotics (the study of signs and symbols) contribute to consumer choices.

PART III: EXTERNAL FACTORS INFLUENCE FASHION CONSUMERS

• Chapter 7: Age, Family, and Life Cycle Influences

  • Investigates how age, family structure, and household decision-making affect consumer behavior, with a focus on changing American families.

• Chapter 8: Social Influences on Fashion Consumers

  • Explores how social influences, such as peer groups and social media, shape fashion choices and consumer behavior.

• Chapter 9: Demographics, Psychographics, and the Fashion Consumer

  • Focuses on demographic and psychographic data (values and lifestyles) and how marketers use these data to understand consumer behavior.

PART IV: HOW FASHION MARKETERS COMMUNICATE AND CONSUMERS DECIDE

• Chapter 10: How Marketers Obtain and Use Consumer Information

  • Discusses how marketers gather and analyze consumer data to create effective marketing strategies.

• Chapter 11: Social Media and the Fashion Consumer

  • Explores how social media has become a key tool for fashion marketers and how consumers engage with it.

• Chapter 12: Consumer Decision Making

  • Looks at how consumers make decisions, including types of decision-making processes and the factors influencing those decisions.

• Chapter 13: How Fashion Consumers Buy

  • Discusses the changing landscape of fashion consumption, such as digital shopping and renting, and how consumers’ buying behavior is evolving.

• Chapter 14: Global Consumers of Fashion and Design

  • Examines how cultural and subcultural differences influence consumer behavior globally and how fashion brands adapt to different markets.

PART V: FASHION CONSUMERS AND RESPONSIBLE CITIZENSHIP

• Chapter 15: How Ethics and Social Responsibility Impact Consumer Behavior

  • Explores the role of ethics in consumer behavior, including issues like counterfeiting, social responsibility, and business ethics.

• Chapter 16: The Role of Government for Fashion Consumers

  • Focuses on the role of government and regulatory bodies in protecting consumers and enforcing ethical standards within the fashion industry.