The Why of the Buy

Lorynn Divita is an associate professor of apparel merchandising in the Department of Human Sciences and Design at Baylor University, where she has been a member of faculty since 2002. She is the author of Fashion Forecasting 5th ed. (Bloomsbury) and numerous academic journal articles. Dr. Divita has presented her research nationally and internationally. 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. Mink 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). Stefani Bay, 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. Penny Gill is a writer/editor and President of PWG Communications Inc. marketing communications consultants based in White Plains, New York. Her experience in both trade journalism and public relations/marketing communications encompasses the apparel/accessories, home furnishings, and retailing fields, among other industries. She has contributed to publications including Stores, HFN, Apparel Industry Magazine, and Furniture Today, and has provided PR/marketing communications services to clients in the fashion, healthcare, non-profit, and other fields, including Du Pont Textile Fibers division, Fisher-Price, National Retail Federation, and many others. She holds a BA from Sarah Lawrence College. Richard Petrizzi, 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. Petrizzi's 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. His research interests include topics in communications, negotiations, consumer behavior, professional selling, and emotional intelligence.

Preface
Acknowledgments
Introduction
Part I: We Are All Consumers
Chapter 1 Why Is Consumer Behavior Important to the Fields of Fashion and Design?
Chapter 2 Consumer Behavior, Marketing, and Fashion: A Working Relationship
Part II: Internal Factors Influence Fashion Consumers
Chapter 3 How Fashion Consumers Perceive, Learn, and Remember
Chapter 4 Motivation and the Fashion Consumer
Chapter 5 Attitude and the Fashion Consumer
Chapter 6 Personality and the Fashion Consumer
Part III: External Factors Influence Fashion Consumers
Chapter 7 Age, Family, and Life Cycle Influences
Chapter 8 Social Influences on Fashion Consumers
Chapter 9 Demographics, Psychographics, and the Fashion Consumer
Part IV: How Fashion Marketers Communicate and Consumers Decide
Chapter 10 How Marketers Obtain and Use Consumer Information
Chapter 11 Social Media and the Fashion Consumer
Chapter 12 Consumer Decision Making
Chapter 13 How Fashion Consumers Buy
Chapter 14 Global Consumers of Fashion and Design
Part V: Fashion Consumers and Responsible Citizenship
Chapter 15 How Ethics and Social Responsibility Impact Consumer Behavior
Chapter 16 The Role of Government for Fashion Consumers
Glossary
Credits
Index