Hedonic/Utilitarian Cool Attitudes: A Comparison of Young Female and Male Consumers-Juniper Publishers

Young consumers are considered fashion innovators because they tend to accept, adopt, and use new products more frequently than any other consumer group. Young consumers are appealing to commercial apparel marketers because their purchasing power has increased over the years and their buying behavior can influence the acceptance or rejection/avoidance of new products within a few months after they are introduced to the marketplace. Apparel marketers use the concept of cool as a marketing tool to stimulate young consumers to purchase. A cool lifestyle reflects consumers' desire for novelty. As such, marketers that develop profitable new cool products fulfill consumers' tastes for novelty. In general, consumers purchase products for both hedonic and utilitarian values in shopping venues. Specifically, women tend to enjoy hedonic shopping more than men, who often shop only to accomplish an instrumental need and do not engage in "shopping for shopping's sake”find that male shoppers tend to possess more utilitarian constructs for apparel shopping satisfaction than hedonic constructs. From these studies, we expect to find a gender difference in hedonic/ utilitarian attitudes toward purchasing cool clothing.

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