Consumer’s use of information sources by fashion leadership and style of information processing

Date
2013-01-01
Authors
Cho, Siwon
Workman, Jane
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Abstract

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).

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