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| Note:Most chapters include an Introduction, Chapter Summary, Key Terms, Discussion Questions and Endnotes | |
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| Introduction | |
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| Introduction to Fashion Concepts, Theories and Consumer Behavior | |
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| Consumer Behavior: People in the Marketplace | |
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| The Nature and Meaning of Fashion | |
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| Fashion Leadership Theories | |
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| What Is Consumer Behavior? Consumers Impact on Marketing | |
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| Marketing's Impact on Consumers | |
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| Taking It From Here: The Plan of the Book | |
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| Cultural Influences on Consumer Behavior | |
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| Understanding Culture | |
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| Myths and Rituals | |
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| Sacred and Profane Consumption | |
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| Transferring Product Meaning from Culture to Culture | |
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| Creation and Diffusion of Fashion and Consumer Culture | |
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| The Creation of Culture | |
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| The Diffusion of Innovations | |
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| Consumer Characteristics and Fashion Implications | |
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| Individual Consumer Dynamics: Motivations and Values | |
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| Theories of Motivation for Wearing Clothes | |
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| The Motivation Process | |
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| Motivational Strength | |
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| Motivational Direction | |
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| Consumer Involvement | |
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| Values | |
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| Materialism: "He Who Dies with the most Toys, Wins." | |
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| Individual Consumer Dynamics: The Self Perspectives on the Self | |
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| Self-Concept | |
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| Consumption and Self-Concept | |
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| Sex Roles | |
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| Body Image | |
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| Demographic Subcultures: Age, Race, and Ethnicity | |
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| Age and Consumer Identity | |
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| The Teen Market: Gen Y, Like totally, Rules | |
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| Baby Busters: "Generation X." Baby Boomers | |
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| The Gray Market | |
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| Race and Ethnic Subcultures | |
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| African Americans | |
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| Hispanic Americans | |
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| Asian Americans | |
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| Demographic Subcultures: Income and Social Class | |
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| Consumer Spending and Economic Behavior | |
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| Social Class | |
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| How Social Class Affects Purchase Decisions | |
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| Status Symbols | |
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| Psychographics: Personality, Attitudes, and Lifestyle | |
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| Personality | |
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| Attitudes | |
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| Forming Attitudes | |
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| Attitude Measurement | |
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| Using Attitudes to Predict Behavior | |
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| Lifestyles and Psychographics | |
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| Lifestyle Trends: Consumer Behavior in the New Millennium | |
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| Consumer Perceptions | |
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| Object Perception | |
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| Person Perception | |
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| Physical Perception: Sensory Systems | |
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| Exposure | |
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| Attention | |
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| Interpretation | |
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| Fashion Communication and Decision Making | |
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| Fashion Communication | |
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| Basic Components of Communication | |
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| Dress as Nonverbal Communication | |
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| Changing Attitudes Through Communication | |
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| The Source | |
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| The Message | |
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| Individual and Household Decision Making | |
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| Consumers as Problem Solvers | |
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| Problem Recognition | |
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| Information Search | |
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| Identifying Alternatives | |
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| Product Choice: Selecting Among Alternatives | |
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| The Family as a Decision-Making Unit | |
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| Family Decision Making | |
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| Children as Decision Makers: Consumers-in-Training | |
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| Group Influence and Fashion Opinion Leadership | |
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| Reference Groups | |
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| Fashion Conformity and Individuality | |
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| Word-of-Mouth Communication | |
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| Opinion Leadership | |
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| Situational Effects on Consumer Buying | |
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| Shopping: A Job or an Adventure? Postpurchase Satisfaction | |
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| Product Disposal | |
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| Ethics and Consumer Protection | |
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| Ethics, Social Responsibility, and Environmental Issues | |
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| Consumer and Business Ethics | |
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| Social Responsibility | |
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| Environmental Issues and the Fashion Industry | |
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| The Dark Side of Consumer Behavior | |
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| The Role of Government and Business in Consumer Protection | |
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| The Complex Marketplace | |
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| Government Protection | |
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| Consumer Protection from Business Agencies | |