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.
"Point of View" and "Special Focus" sidebars covering aspects of consumer behavior, marketing applications, and business profiles throughout the text
"Let's Talk" features within the text of each chapter encouraging students to relate the topic to their own experience and observations
End-of-chapter elements including a brief summary, key terms, review questions, in-class and out-of-class activities, and mini-projects
We Are All Consumers
Why Is Consumer Behavior Important to the Fields of Fashion and Design?
Consumer Behavior, Marketing, and Fashion: A Working Relationship
Internal Factors Influence Fashion Consumers
How Fashion Consumers Perceive, Learn, and Remember
Motivation and the Fashion Consumer
Attitude and the Fashion Consumer
Personality and the Fashion Consumer
External Factors Influence Fashion Consumers
Age, Family, and Life Cycle Influences
Social Influences on Fashion Consumers
Demographics, Psychographics, and the Fashion Consumer
How Fashion Marketers Communicate and Consumers Decide
How Marketers Obtain and Use Consumer Information
How Fashion Consumers Buy
The Use of Fashion Goods by Organizations
Global Consumers of Fashion and Design
Fashion Consumers and Responsible Citizenship
Ethics and Social Responsibility
The Role of Government
Instructors and Students:
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, 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.
is President of PWG Communications Inc., a writer/editor and marketing communications consultant based in White Plains, NY. Her more than 25 years of experience in both trade journalism and public relations/marketing communications encompasses the apparel/accessories, home furnishings, consumer electronics, and retailing fields, among other industries. She has contributed to publications including Stores, HFN, Apparel Industry Magazine, Furniture Today, and This Week in Consumer Electronics (TWICE), and has provided public relations/marketing communications services to clients in the fashion, healthcare, non-profit, and other fields, including Du Pont Textile Fibers division, F. Schumacher, 3M Do-It-Yourself division, Fisher-Price, National Retail Federation, and many others. She is co-author of Introduction to Fashion Merchandising (Delmar), and holds a BA from Sarah Lawrence College.
, MBA, is an Associate Professor in the Marketing and Management Department at the Illinois Institute of Art – Chicago. He is a member of the American Society for Training and Development (ASTD), the National Speakers Association (NSA), the International Textile and Apparel Association (ITAA), and Who’s Who Among America's Teachers. His experiences as an entrepreneur, contract trainer, and administrator have provided him with a strong foundation for creating a results-driven and learner-centered pedagogical environment. Petrizzi’s research interests include topics in communications, negotiations, consumer behavior, professional selling, and emotional intelligence.
Patricia Mink Rath
, MS, is a consultant in marketing education in Winnetka, Illinois. Her fashion merchandising experience includes work as a retail executive in the fashion departments of specialty and department stores in the Chicago area, Boston, and San Francisco. She has taught college level courses in fashion marketing and merchandising, consumer behavior, retail buying and management, French culture and language for over three decades. Fluent in French, she has led fashion merchandising classes in Paris and Provence. Rath has traveled in Europe, Central America, and Asia and gives illustrated lectures on fashion in both English and French. She is a lifetime member of the Alliance Francaise du North Shore, Association for Career and Technical Education (ACTE) and the Marketing Education Association (MEA). She is co-author of a number of texts and other educational materials for students and teachers.