Consumer’s use of information sources by fashion
leadership and style of information processing
For fashion consumers, information search precedes any purchase decision. The search may be internal (e.g., retrieving knowledge from memory) and/or external. External information can come from personal (e.g., family) and impersonal (e.g., TV) sources (Blackwell, Miniard, & Engel, 2005). Consumers use many sources of information but each consumer finds source(s) of information that work best for him/her. The combination of information sources that works best for an individual may be influenced by style of processing, that is, his/her "preference and propensity to engage in a verbal and/or visual modality of processing" (Childers, Houston, & Heckler, 1985, p. 130).