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Differently the same

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Differently the same

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QUOTE “How can I fit in with others and still be an individual? How can I look similar to my friends and still stand out? There is a tension between dressing to fit in and dressing to be unique, which escalates when an individual wants to follow fashion, a conforming behavior, while also wanting to appear as an original person.” RESEARCH QUESTION How individual are fashion consumers really and what would be a fitting marketing approach to the answer of this question? – SUBQUESTIONS 1) How do behavioral science theories explain fashion as a phenomenon? – 2) What are the influences of emotions on consumer behavior? – 3) How do marketing approaches respond to the concept of individuality? – 4) What characterizes ‘individuality’ according to consumers?

OrganisatieHogeschool van Amsterdam
InstituutMedia, Creatie en Informatie
Gepubliceerd in
Jaar2012
TypeBachelorscriptie
TaalEngels

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