The author extends the research on consumer prepurchase information seeking to a product which is essentially socially symbolic rather than utilitarian. A survey of the purchasers of a fashion item was undertaken, and the data subjected to a novel cluster analytic technique. Several distinct patterns of overt search were derived and related to socioeconomic segments of individuals. The author concludes that to explain consumer information seeking it is necessary to gain a better understanding of both the motives underlying search and the risks inherent in any purchase.
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