Question

Consumer Behavior

Group Project

read at least 5 scientific articles on your topic and prepare a report including the article reviews, your discussion and comments.

Research topics

Fashion involvement and attitude

Answer 1

The articles like 'Fashion involvement, self monitoring and the meaning of brands' by Susan Auty, 'Consumer attitudes and shopping intentions toward fashion' by Jay Ryu have been picked along with other important articles to understand fashion involvement and attitude.

Women are important, largest and fast growing consumers in the world (Barletta 2006). The female customers are fashion involved and this is considered the driver's for the fashion adoption process (O'Cass 2000). The articles explored the fashion involvement and attitude and its relation to the personality traits, price perceptions, media usage, the demographics that are selected and fashion involvement. There is variance in the usage of media and price perceptions which goes beyond the characteristics of sociology economic space and these are highly influenced by

fashion involvement.

There is distinction placed between the purchase behavior of women and Ken and essential business which is usually targeted towards women. There are different marketing strategies and there are more factors other than the sociology economic characteristics. There is a positive effect for fashion involvement and factor of impulse behaviour.

There is no positive effect shown for fashion involvement regarding the stores like pop up fashion stores. There is an increasing need for the hedonistic shopping experience and the positive effect related to fashion oriented impulse for buying behavior and attitude