Little published research exists concerning the differences between single males and females in their prepurchase decision processes. In particular, no known research has investigated the relationship between gender and style of recognizing fashion needs. This paper reports on a study concerned with these issues. Based on the sample, single males were clearly different from single females in style of recognizing clothing problems, shopping orientations, quantity ofshopping trips, and importance placed on information sources. Implications of these results for decision theory, business application, and consumer economics are discussed.
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