1996 Consumer Behavior

Behavioral: According to the American Marketing Association, consumer behavior is summarized as “The psychology behind Marketing and the behavior of consumers in the Marketing environment.”(Resource Library-Dictionary) In one of the early visualization of diffusion model--the Bass model (1969)—it analyzed the consumption of consumer goods by a two-step flow. The first step is impersonal influence that consumers are affected by the mass media. The second step is personal influence that consumers observe and study the environments and the social groups. (Brannon 54-55) In 1996, the monochromatic suits, durable casual wear, and strong and bright color dominant the fashion market and consumer shopping bags.

Brannon, Evelyn L.. Fashion Forecasting. 2nd. New York: Fairchild Publications, Inc., 2005.
"Resource Library-Dictionary." Marketing Power. 2008. American Marketing Association. 28 Sep 2008 .