Fashion is a driving force that shapes the way we live-it influences apparel, hairstyles, art, food, cosmetics, cars, music, toys, furniture, and many other aspects of our daily lives that we often take for granted. Fashion is a major component of popular culture-one that is everchanging. With a solid base in social science, and in economic and marketing research, Consumer Behavior: In Fashion provides a comprehensive analysis of today's fashion consumer. Up-to-date, thought-provoking information is presented in an engaging everyday context that helps students, business people and scholars understand how fashion shapes the everyday world of consumers. Among other special features, this comprehensive text: bull; bull;Starts each chapter with a consumer scenario used to analyze concepts covered in the chapter bull;Relates consumer behavior concepts specifically to fashion products and processes bull;Integrates the rapidly-evolving domain of fashion e-commerce bull;Uses numerous fashion ads to explore how fashion companies attempt to communicate with their markets bull;Includes both a marketing and consumer approach to the business of fashion bull;Highlights both good and bad aspects of fashion marketing and offers a chapter on consumer and business ethics, social responsibility, and environmental issues bull;Includes a chapter on consumer protection by business, government, and independent agencies