The why of the buy : consumer behavior and fashion marketing / Patricia Mink Rath, Marketing Education Consultant--Winnetka, IL, Stefani Bay, The Illinois Institute of Art--Chicago, Richard Petrizzi, The Illinois Institute of Art--Chicago, Penny Gill, PWG Communications Inc., White Plains, NY.

Incluye bibliografía (páginas 433-434) e índice.

Preface -- Acknowledgments -- Introduction -- 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 -- Social media and the fashion consumer -- Consumer decision making -- How fashion consumers buy -- Global consumers of fashion and design -- Fashion consumers and responsible citizenship -- How ethics and social responsibility impact consumer behavior -- The role of government for fashion consumers -- References -- Glossary -- Credits -- Index.