Attitude of the commodity exudes pain or pleasure.


Attitude is universally perceived to be the most essential variable that intertwines the consumer behaviour and the marketing mix. Attitudes serve different functions for the individual that hinge on the underlying motivation of the individual. This denotes that attitudes are anchored in the motivational pattern that supports attitudes. The four core functions of attitudes that also impact on consumer behaviour in the fashion industry include; value-expressive, utilitarian, ego-defensive, and knowledge function. The value-expressive function entails attitudes that are formed by an individual as a result of the how the fashion item portrays the individual’s person construed personality. The utilitarian function depicts attitudes towards a commodity on the basis of whether the consumption of the commodity exudes pain or pleasure. The ego-defensive function entails the attitudes that an individual creates to shieldoneself from internal sensations or external threats. The knowledge function influences attitudes that a person forms due to need or meaning. Attitude is a long-term approach that is developed through experiences. The attitude is influenced by cognition, affection, and behaviour. These three components of an attitude are essential and can be defined through a hierarchy of consequences (Solomon and Rabolt, 2009, p. 67). 

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Values entail fundamental beliefs that inspire or persuade consumer behaviour. Studies conducted by Backstrom and Johansson (2006, p. 91) shows that a person’s common values influence explicit clothing decisions. The phrase consumer value is typically associated with consumers’ experiences. In this context, value may be described as an interactive partiality experience and establishing an individual’s interaction experience with an item or event. It is in this backdrop that an individual’s pleasurable experiences while shopping reflects several forms of hedonic values. These values are described as consumer behaviour that hinges on theemotional and fancy aspects of consumers’ interactions with commodities. For example, it is fairly widespread that fashion consumers shop for hedonic and utilitarian reasons. In addition, fashion consumers may also go shopping with the intention of socializing with their friends. A consumer’s set of values is important, given that consumers suppose that purchasing fashion commodities will lead to the attainment of value-related objectives.


Motivations entail the processes that begin, maintain and direct behaviour. Theories concerning motivation may describe fashion consumer behaviour. There are four major motivations for purchasing fashion in the present day. These motivations include adornment, protection, modesty, and immodesty. The adornment theory addresses aesthetic expression and personal beautification and may be considered to be the most prevalent function of fashion. Adornment influences an individual’s identity and elevates the self-esteem. The protection theory entails the function of protecting persons from elements such as weather where the fashion item works as a cordon between the body and the environment. The modesty theory denotes that an individual purchases fashion items such as apparel to cover their body in a decent manner. The immodesty theory entails the motive to draw attention to various body parts, for instance when women’s fashion is intended to arouse attention. It is important to mention that fashion consumers may not always be conscious of every motive that leads to the final choice. Sometimes individuals may be ignorant or even reluctant to acknowledge the motives that lead them to purchase or not purchase a fashion item. The graphical representation below depicts