Patricia M. Rath, International Academy of Design and Technology, Chicago. Stefani Bay Illinois Institute of Art, Chicago. Richard Petrizzi Illinois Institute of Art, Chicago. Penny Gill Writer/Journalist.

Consumer behavior affects all aspects of the fashion industry, design, production, and merchandising and promotion at all levels, as much as it affects retailing. The Why of the Buy: Consumer Behavior and Fashion Marketing addresses how psychology, sociology, and culture all influence the how, what, when, where, and why of the buy. The unifying element of this text is its presentation of current knowledge of consumer behavior applied to the fields of fashion and design in an enthusiastic and relevant way that will attract and engage students. Chapter-opening vignettes place the chapter topics in real world settings that students can relate to, and as these stories are revisited throughout the chapter, students can see how theory derives from actual consumer behavior. Longer cases at the end of each unit cover all of the chapters within the unit, providing further examples of the relevance of the text to their own behavior as consumers and as future professionals in the fashion industry. Features - Learning objectives at the beginning of each chapter as well as bold-faced key terms which are defined immediately. - Intriguing feature boxes about aspects of consumer behavior, marketing applications, and business and fashion profiles throughout the text - "Let's Talk" feature within the text of each chapter encouraging students to relate the topic to their own experience and observations - End-of-chapter activities include a brief summary based on learning objectives, key terms, review questions, in-class and out-of-class activities, and either a mini-project or brief case. - Instructor's Guide provides suggestions for planning the course and using the text - PowerPoint(r) Presentation provides outlines and ideas for lectures; compatible with PC and Mac platforms