Fashion and Apparel Consumer Behavior

• How to Access and Use this Textbook
• Introduction
• Topic 1. Introduction to Consumer Behavior
• Topic 2. Consumer Decision Making at a Glance
• Topic 3. Sociology of Fashion and Diffusion of Innovations
• Topic 4. Perception
• Topic 5. Learning and Consumption
• Topic 6. Consumer Motivation and Involvement
• Topic 7. Personality, Self, Lifestyle, and Psychographics
• Topic 8. Attitudes and Attitude Change
• Topic 9. Social Influences
• Topic 10. Culture and Subcultures
• Glossary
• Accessibility Statement
• Peer Review Statement

This open textbook was designed for students studying apparel and fashion studies at an undergraduate level. It draws on the fields of marketing, business, communications, media studies, psychology, sociology, and anthropology. The book invites readers to examine the internal forces that shape consumer decision making, such as perceptions, motivations, personality, and attitudes as well as the external ones, such as social and situational influences, culture, and subcultures, especially those related to our appearances and clothing. This text centers the lived experiences of today’s consumers, specifically, undergraduate students. Following the original author, Andrea Niosi, the adapting author has also made efforts to decenter whiteness and dominant culture perspectives wherever possible to ensure a broader and more accurate representation of diverse consumers.