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  • Clothing evaluative criteria : a comparison between hedonic shoppers and utilitarian shoppers

    Creator:
    Yeh, Chun-Lan
    Abstract:
    According to Engel, Blackwell, and Miniard (1993), evaluative criteria is defined as "the standards and specifications used by consumers to compare different products and brands" (p.51). Many studies have investigated factors that might influence the importance of clothing evaluative criteria used by consumers in the decision making process. However, few...
    Resource Type:
    Masters Thesis
    Full Text:
    . Minjeong Kim and Dr. Cris Ward. Their times, encouragement, and assistances are gratefully acknowledged