Layering Basic Elements

Address to General Session, Thursday, November 10, 201

Impressions of Young Persons Wearing Hearing Aids and Eye Glasses

First impressions are formed quickly, within milliseconds of exposure. Eye glasses are quite common, yet they still affect how we perceive the faces of the people wearing them. While less common, a diagnosis requiring the use of a hearing aid is different than glasses because (1) acclimation to hearing aid input routinely requires adjustments to amplification, which may take months, and (2) stigma is an important underlying factor in the denial of hearing loss, resulting in refusal to wear a hearing aid for fear that it is perceived as a sign of disability. This survey of college students found that glasses and hearing aids do affect the impression one makes on others

Impression Formation of Persons Wearing Glasses or Hearing Aids: Gender Differences

An impression, does not have to accurately assess personality characteristics, but it will inform future encounters. This study sought to investigate whether males and females perceive persons wearing glasses or hearing aids differently and whether their own experiences affected those judgments. Data were collected via online survey. Females rated the male model wearing glasses as more Reliable and Provocative. Males found the female model more Fashionable and Good-looking in glasses. No significant differences were computed when impressions were compared between participants who wore glasses and those who did not. Regarding impressions of persons wearing hearing aids, male and female participants were in agreement with their impressions, rating both the male and female control model more favorably on three of the factors

The Indian Consumer Experience: Shopping Behavior and the Involvement Construct

Indian consumer research is an emerging body of work. The current economic status of India has opened possibilities for the materialization of a new middle-income class, both in urban and in rural society (Khare, 2012). This has slowly evolved as a large generation of young individuals has sought better education to become professionals. In addition, a growing number of women are joining the workforce, increasing the number of dual-income family households (Kaur & Singh, 2007)

Comparing shopping channel preferences: Hispanic and Caucasian consumers

The Hispanic consumer has become increasingly important with a purchasing power of over $1 trillion (Fahmy, 2010). Additionally, Hispanic consumers are continuing to show this buying power online and most recently it has been through their presence on social media. Despite the mounting evidence of Hispanics’ growing impact and influence on the retail market both traditional and non-traditional, research has lagged behind, and little has been done to investigate this group in terms of their multi-channel shopping behaviors. This research seeks to examine the influence of fashion involvement, fashion consciousness, and shopping enjoyment on Caucasian and Hispanic consumers’ selection of shopping channel

Consumer Compulsive Buying and Hoarding in a World of Fast Fashion

Powerful, uncontrollable urges to shop and purchase characterize compulsive buying (Johnson & Attmann, 2009). By definition, fast fashion is a clothing category that is designed to cater to the impulse purchase by being fashion-forward and relatively inexpensive. People who compulsively shop do so to generate positive feelings; buying will eliminate the blue mood however it is often followed by feelings of depression. However, kept unworn clothes have been considered a sign of excess consumer culture, and could even suggest a shopping addiction, such as compulsive shopping (Banim & Guy, 2001)

Best Practices for Targeted Marketing for Fashion Entrepreneurs

A key to a business\u27s success is reaching the target market, which ensures that consumers are exposed to the retailer\u27s offerings and by turn, inspired to purchase. Data for this study were collected via survey using the theory of reasoned action framework. We found that desirable and informative advertising attitudes provided a significant relationship to intent to purchase. Pressure to follow trends had a significant effect on purchase intention, and purchase intention had a significant effect on reported purchase behavior. Further, the most effective targeted marketing strategies to drive purchase were advertisements on websites and promotions in email

Slogan Word Count and Cosmetics Purchase Behavior

Product branding is the start of the connection to a consumer and part of the brand communication is the use of a slogan. We sought to determine whether the length of a slogan was an influential factor on the participant\u27s motivation to purchase a cosmetic or skincare product (hereinafter cosmetics ). Data were collected via survey. About half of the sample indicated they are frequent cosmetic purchasers and about two-thirds indicated familiarity with cosmetic brands. Participants were more aware of shorter slogans, but could recall longer ones more easily. Participants indicated they were more interested in and intended to purchase products from brands with longer and more complex slogans, perhaps because brand recall was also easier when the slogans were longer. In the context of the present study, slogan length may not be a significant factor in getting and keeping the attention of the target cosmetics customer

Popular Advertising Advice for Fashion Entrepreneurs: A Summative Content Analysis

Reaching the target market through thoughtful ways is an important aspect of any business. Effective advertising strategies can help insure top performance, company growth, and an increase in customer loyalty. Wisdom concerning best target marketing practices is available in many places. The purpose of this study was to determine the most popular fashion advertising channel for reaching target markets.A three-pronged summative content analysis of internet resources, popular press books, and academic textbooks was used to address the objectives. In total, 194 different advice points were collected from the searches conducted via Google articles, popular press books, and marketing textbooks.The ten frequently mentioned advertising advice points from the three areas of data collection were social media, websites, blogs, email advertising, influencers, videos, mobile applications, TV ads, search engine optimization, and Facebook page. This research sought to identify the advice a fashion entrepreneur can access when researching effective advertising channels. As a result, these findings can provide a solid starting point to creating an advertising strategy

Tourist See Tourist Do: The Influence of Hollywood Movies and Television on Tourism Motivation and Activity Behavior

The purpose of this study was to investigate the influence of Hollywood movies and television (movies/TV) on US viewer’s motivation to travel to and participate in activities featured in Hollywood movies/TV productions. A survey was administered in an online format to a convenience sample of 433 respondents via Qualtrics. Factor analysis, correlation, and regression was employed to explore relationships between the variables. Findings identified a profile of Hollywood movies/TV viewers, sources of information used to determine destination choice, and level of involvement among viewers of Hollywood movies/TV productions. Additionally, this study explored the relationships between Hollywood movies/TV productions, tourist motivations, and the propensity to participate in activities featured. Findings indicate that Hollywood movies/TV productions have a positive impact on viewer involvement and that movie/TV related tourism is likely to be affected by movie and TV viewing preference and destination image. The results identify that the predictor “TV viewing behavior” is the strongest predictor of entertainmentmotivated tourism, followed by “destination image” and “movie viewing behavior.” Findings also indicate that “destination image” is the strongest predictor of movie-related activities and that the image portrayed in a movie does influence the viewer’s inclination to visit and participate in activities featured in a movie