The Why of the Buy: Consumer Behavior and Fashion Marketing (Hardcover)
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Product Description Consumer behavior affects all aspects of design, production, merchandising, and promotion in the fashion industry. The Why of the Buy: Consumer Behavior and Fashion Marketing addresses how psychology,...
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Product Description Consumer behavior affects all aspects of design, production, merchandising, and promotion in the fashion industry. The Why of the Buy: Consumer Behavior and Fashion Marketing addresses how psychology, sociology, and culture influence what, when, where, why, and how consumers buy what they buy. With topics ranging from consumer attitudes, personality, and values to the global marketplace, ethics, and social responsibility, this text presents consumer behavior in an enthusiastic and relevant way that will attract and engage students. About the Author Patricia Mink Rath is a consultant in marketing education in Winnetka, Illinois and is a faculty member emerita of the International Academy of Design and Technology, Chicago, where she teaches courses in consumer behavior, fashion merchandising, and retail buying. Her fashion merchandising experience includes work as a retail executive in the fashion departments of specialty and department stores in the Chicago area and San Francisco. She is a life member of the Association for Career and Technical Education and the Marketing Education Association. Stefani Bay, M.A.., is an associate professor in the Marketing and Management department at The Illinois Institute of Art Chicago. Her interests include the social psychology of dress and its connection to cultural shifts, with particular focus on the formation of consumption patterns. She combines her past responsibilities as contributing editor for a New York Times supplement with her background as owner of a vertically integrated apparel company and jewelry design firm to deliver experience-based education to her students. 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, the International Textile and Apparel Association (ITAA), and Who s Who Among America s Teachers. His 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. Research interests include topics in communications, negotiations, consumer behavior, professional selling, and emotional intelligence.
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