In this book, the authors describe, dissect, and discourse about Consumer Behavior--human behavior in the world of goods. About how we make our product... choices and then weave them into the tapestry of our lives. And how we consume to sustain and energize our bodies, feed our minds, and construct our identities. The authors define and describe almost all of the concepts and principles of consumer behavior, spin them into theories and models, and illustrate their applications for the benefit of consumers as well as marketers. The goal is to grasp the quintessential value of consumption, and to understand how marketers should fulfill marketing's ultimate purpose: to become co-creators of consumption value humans seek.

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

Solomon goes beyond the discussion of why people buy things and explores how products, services, and consumption activities contribute to shape people's... social experiences. Consumers Rule; Perception; Learning and Memory; Motivation and Values; The Self; Personality and Lifestyles; Attitudes and Persuasive Communications; Individual Decision Making; Buying and Disposing; Groups; Organizational and Household Decision Making; Income and Social Class; Ethnic, Racial, and Religious Subcultures; Age Subcultures; Cultural Influences on Consumer Behavior; Global Consumer Culture For marketing professionals who want to understand the latest trends in consumer behavior.

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.