• Section I. Introduction:
1. Introduction to fashion concepts, theories, and consumer behavior: Consumer behavior: people in the marketplace; The nature and meaning of fashion; Fashion leadership theories ; What is consumer behavior? Consumers' impact on marketing; Marketing's impact on consumers
2. Cultural influences on consumer behavior: Understanding culture ; Myths and rituals ; Sacred and profane consumption ; Transferring product meaning from culture to culture
3. The creation and diffusion of fashion consumer culture : The creation of culture ; The diffusion of innovations
• Section II. Consumer characteristics and fashion implications :
• 4. Individual consumer dynamics: motivation and values: Theories of motivation for wearing clothing ; The motivation process ; Needs ; Consumer involvement ; Values ; Consumer behavior in the aftermath of 9/11
5. Individual consumer dynamics: Perspectives on the self ; Self-concept ; Consumption and self-concept ; Sex roles ; Body image
6. Demographic subcultures: age, race, ethnicity : Age and consumer identity ; The youth market ; Baby busters: Generation X ; Baby boomers ; The gray market ; Race and ethnic subcultures ; African Americans ; Hispanic Americans ; Asian Americans
7. Demographic subcultures: income and social class : Consumer spending and economic behavior ; Social class ; How social class affects purchase decisions ; Status symbols
8. Psychographics: personality, attitudes, and lifestyle : Personality ; Attitudes ; Forming attitudes ; Attitude measurement ; Using attitudes to predict behavior ; Lifestyles and psychographics ; Trend forecasting: peering into the crystal ball of consumer behavior
9. Consumer perceptions : Object perception ; Person perception ; Physical perception: sensory systems : Exposure ; Attention ; Interpretation
• Section III. Fashion communication and decision making 10. Fashion communication: Basic components of communication ; Dress as nonverbal communication ; Changing attitudes through communication ; The source ; The message
11. Individual and household decision making : Consumers as problem solvers ; Problem recognition ; Information search ; Identifying alternatives ; Product choice: selecting among alternatives ; The family as a decision-making unit ; Family decision making ; Children as decision makers: consumers-in-training
12. Group influence and fashion opinion leadership : Reference groups ; Fashion conformity and individuality ; Word-of-mouth communication ; Opinion leadership
13. Buying and disposing : Situational effects on consumer buying ; Shopping: a job or an adventure?
Post purchase satisfaction ; Product disposal
• Section IV. Ethics and consumer protection :
14. Ethics, social responsibility, and environmental issues: Consumer and business ethics ; Social responsibility ; Environmental issues and the fashion industry ; The dark side of consumer behavior
15. The role of government and business in consumer protection: The complex marketplace; Government protection ; Consumer protection from business agencies
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