Consumers use a variety of decision making styles. The purpose of this study was to identify the decision making styles of fashion leaders. Self-report scales were used to measure fashion leadership and decision making stymies for 236 female college s...
Consumers use a variety of decision making styles. The purpose of this study was to identify the decision making styles of fashion leaders. Self-report scales were used to measure fashion leadership and decision making stymies for 236 female college students.
The data were analyzed using factor analysis and t-tests. The results indicated that fashion leaders have unique decision making styles of recreational shopping /fashion conscious, brand conscious, brand-loyal and high quality conscious. The implications of these findings for fashion merchandising are discussed.