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Stefani Bay

, MA, ITAA, is an Associate Professor in the Marketing and Management Department at The Illinois Institute of Art - Chicago. Her interests include the psycho-social/cultural implications of dress and their connection to the formation of consumption patterns. She is currently a freelance writer and speaker, as well as owner and head designer of Stefani B jewelry. Bay previously owned and operated a chain of vertically integrated retail stores that sold her exclusive line of women's wear, and served as Public Relations Director for several upscale restaurant groups, all of which have enabled her to deliver experience-based education to her students.
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The Why of the Buy: Consumer Behavior and Fashion Marketing

The Why of the Buy: Consumer Behavior and Fashion Marketing

Stefani Bay, Penny Gill, Richard Petrizzi, and Patricia Mink Rath
$105.50
Consumer behavior affects all aspects of design, production, merchandising, and promotion in the fashion industry. The Why of the Buy: Consumer Behavior and Fashion Marketing addresses how psychology, sociology, and culture influence what, when, where, why, and how consumers buy what they buy. With topics ranging from consumer attitudes, personality, and values to the global marketplace, ethics, and social responsibility, this text with more than 150 color photos and cartoons presents consumer behavior in an enthusiastic and relevant way that will attract and engage students. View